Executive overview More capability. A higher burden of proof. This week’s developments point to a practical challenge for marketing leaders: deciding what counts as evidence when technology changes faster than established measurement practices. European retail media buyers want stronger reporting.
Executive overview The defining development this week is not simply that artificial intelligence is becoming more powerful. It is that the economics and responsibilities surrounding digital customer relationships are changing.
Week 42 – 2026 Reporting window: 7 October – 18 October 2026 The Big Picture: AI Is Changing Marketing’s Operating Model, but Trust and Measurement Remain Critical This week’s developments point to an important transition in marketing leadership: artificial intelligence is moving beyond individual tools and becoming part of how organisations structure teams, manage media […]
