Glossy+ Research examined which commerce channels are dominating marketers’ holiday strategies, what discounts brands and retailers are offering, and what revenue expectations are guiding their marketing decisions ahead of the critical fourth quarter.

As brands expand their creator marketing strategies, they are increasingly tapping influencers for more than just awareness campaigns. Many are partnering with creators to help drive seasonal campaigns, support product launches and, in some cases, even help develop products.

Advertisers are embracing AI for social media and retail media marketing. However, they are slower to adopt AI for influencer and CTV marketing. This is according to a Glossy+ Research survey of more than 100 marketing professionals in first-quarter 2026.

The latest installment of our CMO Strategies series, this Glossy+ Research report provides an analysis of creator marketing and its current role in marketers’ playbooks.

Glossy+ Research's fifth annual report analyzes the state of ad-supported streaming and the challenges streaming companies pose to marketers.

As AI technology evolves and becomes more complex, many marketers say training employees on how to best use AI tools lags behind overall adoption.

A recent Glossy survey found that more than one-third of brand and agency pros (37%) said their companies have seen decreases in upper-funnel search traffic as a result of AI, and 21% said their companies have seen decreases in lower-funnel search traffic as a result of AI.

Overall, the marketers who are incorporating AI into their workflows are seeing the benefits of the tech, but issues with trust and complexity are proving to be barriers to widespread adoption.

Overall, agencies’ top concerns this year are client spending and the effects of AI. Thirty-eight percent of agency professionals anticipated that the biggest challenge the agency industry will face in 2026 is reduced client budgets, while 38% said the same about the effects of AI. That’s according to a Glossy+...