What's Happening?
Entertainment is increasingly becoming a pivotal force in shaping consumer behavior and commerce, as highlighted by Cara Pratt, president of global retail and media at Circana. Speaking at CES 2026 in Las
Vegas, Pratt emphasized the convergence of content, commerce, and technology into a cohesive ecosystem that fuels consumer discovery, conversion, and purchase. This shift is marked by the integration of media, retail, and technology, which were previously distinct sectors. The impact of entertainment is evident in the rise of platforms like TikTok Shop, which influences a significant portion of U.S. retail and e-commerce, particularly in beauty and personal care. This evolution reflects a broader trend where content and commerce are no longer separate entities but part of a unified system.
Why It's Important?
The integration of entertainment into commerce media signifies a fundamental shift in how brands engage with consumers. This transformation demands that content be adaptable across various platforms, meeting consumer expectations for seamless and relevant experiences. The shift also places pressure on industry infrastructure to support this fluidity, requiring interoperability and partnerships to measure and optimize advertising efficacy. As entertainment continues to drive commerce, brands that can effectively connect with data, partners, and consumer experiences will thrive. This change is not just a trend but a structural evolution that will redefine marketing strategies and consumer interactions.
What's Next?
Looking ahead, the role of machine-driven systems in influencing consumer discovery and purchase decisions is expected to grow. By 2028-29, these systems could significantly impact commerce, with trillions of dollars potentially flowing through agentic decision-making. This future scenario underscores the importance of building real, trusted relationships and responsibly using data to navigate the evolving landscape. Brands and retailers must adapt to these changes to remain competitive, focusing on creating value-driven experiences that resonate with consumers.
