5 Data and AI Trends That Will Reshape Retail Marketing in 2026

Retail marketing is moving through a period of realignment. Privacy expectations, rapid artificial intelligence adoption, and the demand for accountable performance are reshaping how retailers plan, execute and evaluate campaigns. Tools are advancing quickly, yet the shift in how teams think about data, measurement and activation will matter even more. In 2026, retailers will move away from fragmented tactics and toward connected, intelligence-driven systems that make marketing more accountable and more effective.

Here are the five trends that will have the most impact on retailers in the year ahead:

1. AI Quality Will Depend on Data Quality

AI is moving from experimentation into daily operations. Retailers are using it for forecasting, creative testing, customer segmentation, product recommendations, and more. In 2026, the performance of these systems will depend entirely on the quality of the data that feeds them.

In 2026, good data means data that is accurate, fresh, permissioned, and able to work across platforms. Retailers that rely on incomplete or inferred signals will see inconsistent outputs and missed opportunities. The next phase of AI innovation will depend on cleaner, more trustworthy data foundations.

2. Activation and Measurement Will Operate as a Single System

For years, retailers activated campaigns first and measured results after the fact. That lag created blind spots and delayed optimization. In 2026, that separation will finally close.

Retailers are beginning to link planning, activation, optimization and measurement in one continuous workflow. Real-time visibility into performance will replace static reporting, and marketers will adjust campaigns in the moment instead of waiting until the end. This shift will also elevate incremental outcomes, attention, and engagement quality over surface-level metrics like clicks or impressions.

3. First-Party Data Will Become a Retailer’s Most Valuable Asset

Collecting first-party data used to be a competitive advantage. In 2026, activating that data will be the true differentiator.

Retailers are expanding the use of their CRM, loyalty and transactional data across digital channels, connected TV, and even in-store experiences. They’re enriching their databases with predictive insights, building lookalike audiences to expand reach, and pairing offline and online signals to support more accurate targeting. They’re also applying the same identity-driven strategies to direct mail, which continues to represent a meaningful share of retail marketing budgets. Strong data governance and accurate identity are just as critical there as in any digital environment.

This is the year first-party data shifts from a static asset to a performance driver.

4. Commerce Media Will Grow Beyond Traditional Retailers

Commerce media has moved far beyond retail giants. Brands in categories like auto, travel, financial services, and entertainment are building media networks of their own and monetizing their audiences. In 2026, this expansion will reshape the expectations of both advertisers and retailers.

For retail marketers, this creates a new competitive environment. It also creates opportunities to partner, share data responsibly, and extend audiences across more channels. Most importantly, it puts pressure on every retailer to connect exposure to real business outcomes and prove the value of their media investments.

5. Curation Will Become a New Baseline in Programmatic Advertising

Signal fragmentation and privacy reform continue to reshape programmatic buying. In 2026, as retailers adapt, curated private marketplaces (PMPs) will become a more common way to bring clarity and control back into the media supply chain.

The shift toward curation is being driven by multiple sides of the ecosystem. Buyers want more transparency into where their ads run and how audiences are constructed. Publishers are looking for more sustainable ways to package and monetize their inventory. Curation provides a structured framework that helps both groups align around quality, accountability, and consistent delivery.

In 2026, curated environments won’t replace open exchanges. However, they will play a larger role in media planning as retailers look for predictable performance amidst ongoing signal fragmentation.

The Unifying Thread of 2026: Connection

What ties all these trends together is connection. AI only works when its data is accurate and permissioned. First-party data delivers value when it can move across media channels. Commerce-driven insights matter when they can be tied to measurable outcomes. Curation succeeds when measurement and identity align.

Retailers that build connected ecosystems rather than isolated tools will be the ones that gain the most ground in 2026. That connection creates the ability to act on insight, measure what matters, and invest in strategies that support sustained growth.

Colleen Dawe is vice president, advertiser partnerships, Experian, a global data and technology company.