Circana’s Future of Media report has revealed a shift in how brands connect with consumers. The report found it to is driven by a rapid growth of creator marketing, expansion of retail media networks, accelerating use of AI, and value of verified purchase data.
As traditional media fragments and digital channels evolve, brands are increasingly investing in creator partnerships and data-led advertising models that prioritise authenticity, accountability and measurable performance.
Independent creators are transforming the advertising landscape by building direct, trusted relationships with audiences across platforms such as TikTok, YouTube, Instagram and Pinterest. What was once a niche tactic has now become a mainstream growth strategy.
Circana media and analytics commercial lead Barry Collins said: “The creator ecosystem is no longer on the fringe – it’s centre stage. Brands are recognising that creators bring authenticity, agility and influence that traditional advertising often cannot match.
“Investing in creators allows companies to connect more deeply with audiences, drive engagement across multiple channels, and fuel measurable outcomes. This isn’t a trend – it’s a fundamental shift in how marketing is done.”
The report highlights that success in creator marketing depends on strong brand alignment and genuine advocacy. This is particularly important for Gen Z audiences, who are highly sensitive to inauthentic brand behaviour and expect transparency.
Retail media platforms are increasingly integrating creator content to amplify brand storytelling, increase reach and drive conversion both online and in-store. Creators are filling the gap by commanding attention, building loyal communities and capturing a growing share of advertising spend.
AI and verified data power retail media growth
Circana’s research shows that each of AI and verified purchase data are driving the next phase of retail media expansion. Retail media networks are now among the fastest-growing advertising channels globally.
Verified data is central to this growth, replacing probabilistic targeting with accurate, transaction-level insights that directly link advertising investment to real-world sales performance.
Circana head of media analytics and insights Alistair Leathwood said: “AI and data are the engines of retail media’s rapid growth. Verified purchase data eliminates guesswork, while AI enables personalisation and efficiency at scale. Together, they create a powerful system where every impression can be tied back to a measurable outcome.
“Retailers and brands that harness this combination will not only improve ROI but also strengthen trust, ensuring ads are smarter, more relevant, and delivered responsibly.”
AI is now being applied across the full campaign lifecycle from testing and creative optimisation through to targeting, bidding and performance measurement. This level of precision is becoming essential in a complex, multi-platform media environment where manual analysis alone is no longer sufficient.
Building trust in an AI-driven media landscape
While AI unlocks new opportunities for scale and efficiency, the report also highlights the importance of responsible adoption. Transparency, ethical data use and quality control are critical to maintaining consumer trust and protecting brand reputation.
Circana continues to invest heavily in verified purchase data and consistent measurement standards to ensure brands can move beyond assumptions and adopt evidence-based strategies that deliver commercial impact.
By combining creator-led storytelling, AI-powered optimisation, and high-integrity data, brands can create more relevant, personalised and effective campaigns.
The Future of Media report emphasises that retail media is no longer just about ad placements – it’s about creating meaningful connections with consumers through data-driven insights.
