Circana’s latest ‘Future of Media’ report reveals a fundamental shift in how brands connect with consumers.
This is said to be driven by the rapid growth of creator marketing, the expansion of retail media networks, the accelerating use of AI, and the value of verified purchase data.
As traditional media fragments and digital channels evolve, Circana says brands are increasingly investing in creator partnerships and data-led advertising models that prioritise authenticity, accountability, and measurable performance.
Creator marketing
Independent creators are transforming the advertising landscape, according to Circana, by building direct, trusted relationships with audiences across platforms such as TikTok, YouTube, Instagram and Pinterest.
“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,” says Circana Media & Analytics Commercial Lead Barry Collins.
“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 and values-led communication.
Retail media platforms are also increasingly integrating creator content to amplify brand storytelling, increase reach and drive conversion both online and in-store. As traditional media contracts, 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
Alongside the creator economy, Circana’s research shows that 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, extending beyond retail into sectors such as finance and travel.
Verified data is central to this growth, says Circana, replacing probabilistic targeting with accurate, transaction-level insights that directly link advertising investment to real-world sales performance.
“AI and data are the engines of retail media’s rapid growth,” says Circana Head of Media Analytics and Insights Alistair Leathwood.
“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, says Circana – from testing and creative optimisation through to targeting, bidding and performance measurement.
Building trust
While AI unlocks new opportunities for scale and efficiency, Circana’s report also highlights the importance of responsible adoption.
Transparency, ethical data use and quality control are said to be critical to maintaining consumer trust and protecting brand reputation.
Circana says it 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 – while navigating an increasingly fragmented media ecosystem,” says Circana.
