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From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead.

While social commerce is on the rise in the US, livestream commerce has yet to take off. In addition, advances in technology (like ChatGPT) may help jumpstart voice commerce adoption. Here鈥檚 what marketers need to know to take advantage of the increase in physical and digital shopping channels.

TikTok is using creator payouts to boost Shop adoption: The platform is offering some influencers cash incentives for reaching sales or livestream goals.

Some of Gen Z鈥檚 favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.

On today's episode, we discuss the significance of Google's ChatGPT rival Bard, whether Instacart's shoppable TV QR codes can be a hit, if Fanatics can crack the US livestream shopping code, whether Twitter allegedly shedding users is a short-term issue, where (and how) we listen to music, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Blake Droesch and Evelyn Mitchell.

Twitch, a platform dedicated primarily to gaming livestreams, is also popular in gaming spaces. However, it lacks the interactive component that has made Discord a leader in collaborative play. Read the full report, US Gamers by Generation 2025.

Walmart Connect is teaming up with NBCU to power ads in sports livestreams: The partnership is part of Walmart Connect鈥檚 growing CTV ambitions, which includes an expanded deal with Roku.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.

Search giant and AI leader Baidu is working on reimagining its services with genAI, from search and document creation to digital avatars for livestream shopping. Currently, Baidu鈥檚 AI chatbot Ernie generates 18% of the company鈥檚 search results. India鈥檚 genAI sector is also gaining momentum.

It鈥檚 interactive and includes things like Shorts (yes, people watch them on TVs), podcasts, and 濒颈惫别蝉迟谤别补尘蝉,鈥� YouTube CEO Neal Mohan said in a blog post. Last year, YouTube changed its TV app layout to display comments and descriptions alongside video content. It also added episodic format options for creators and a Watch With feature for commentary over live events.

Retail livestreaming has reached a major milestone. This year, for the first time, livestreaming will account for 25.4% of retail ecommerce spending. The shopping format hit an inflection point in 2020 because of the pandemic and is still growing strongly: up 25.0% in 2024 YoY. By 2026, livestreaming鈥檚 proportion of retail ecommerce sales will hit 31.0%.

Latin America sees livestream ecommerce explode: We unpack the opportunity in the region as outlined in our recent deep dive.

While TikTok Shop has been the primary driver of live shopping adoption in the US, some of that spending could shift to livestreaming companies like Whatnot, which sold more than $3 billion worth of goods last year.

However, in recent years, tech companies in China already offered services enabling marketers to deploy AI-generated digital avatars to promote products in ads and even livestreams. This is likely to be driven by Gen Zers, who are more open to using genAI-based chatbots to find friendship and companionship, according to a recent survey by social network Soul.

It is also investing heavily in promoting livestream shopping, which has been a major part of Chinese counterpart Douyin鈥檚 quick rise as an ecommerce powerhouse. How can brands and retailers set themselves up to win the holiday season? Prioritize holiday experiences that will draw foot traffic to stores.

Luxury brands are grappling with downturns in the US and China, the largest markets for personal luxury goods, and will have to seize opportunities for growth from new markets and product innovation.

Gaming opportunities for advertisers flourishing: IAB PlayFronts unveiled insights into how marketers can meet gamers where they鈥檙e at.