What's Happening?
Cara Pratt, president of global retail and media at Circana, highlighted the evolving role of entertainment in commerce media during a discussion at CES 2026. Pratt emphasized that the integration of content, commerce, and technology has created a cohesive ecosystem that influences consumer behavior. This shift is evident in the rise of shoppable TV, creator-led social commerce, and immersive experiences, which are changing how consumers discover and purchase products. Pratt noted that platforms like TikTok Shop are already impacting U.S. retail and e-commerce, particularly in beauty and personal care sectors. The convergence of media, retail, and technology demands interoperability and real relationships to ensure effective data use and consumer engagement.
Why It's Important?
The integration of entertainment into commerce media represents a significant shift in how brands engage with consumers. This development has the potential to reshape marketing strategies, as brands must now create content that seamlessly transitions across various platforms and devices. The expectation for constant content consumption challenges traditional industry infrastructures, necessitating advancements in data measurement and accountability. As entertainment becomes a key driver of commerce, brands that adapt to this new ecosystem stand to gain a competitive edge by connecting more effectively with consumers and leveraging data-driven insights.
What's Next?
Looking ahead, the continued evolution of content-led commerce is expected to further blur the lines between media, retail, and technology. As machine-driven systems increasingly influence consumer decisions, metadata will play a crucial role in driving growth. By 2028-29, significant changes in commerce dynamics are anticipated, with agentic decision-making potentially channeling trillions of dollars. Brands will need to focus on building trusted relationships and responsibly using data to navigate this landscape successfully.
