We’re in the eye of a storm where three powerful forces are colliding: the explosion of customer data, the rapid advancement of artificial intelligence (AI), and intensifying economic and geopolitical uncertainty. 

Economic uncertainty breeds changing consumer behaviors and budget constraints

The explosion of customer data is making it hard to find the right signal 

Rapid advancement of AI is allowing brands to more efficiently reach customers

As a marketer, you already know first-party data, or customer records, is critical to your brand’s success. But did you know your first-party data is key to unlocking true business value – from more accurate campaign reach to developing high-impact audiences and segmentation to driving more personalized experiences?

Check out our Marketer’s First-Party Data Playbook to:

Explore six strategies for reaching more audiences with hyper-personalized content

Retailers are confronting significant challenges. Markets shift rapidly, inflation squeezes profit margins, and tariffs change costs. Consumer behavior is equally unpredictable, with viral trends causing sudden demand spikes. Meanwhile, competitors frequently adjust prices and launch promotions to capture shoppers’ attention. 

Against this backdrop, real-time data is the cornerstone for successful pricing and promotional strategies. Without it, retailers risk playing constant catch-up, powerless to act against competitors and market forces. 

Marketers are struggling with new ways to uncover new customers, but they don’t have to be. Did you know that a data clean room might be the answers to your audience challenges? These data-rich spaces put the power back into the hands of marketers to not only find new customers, but ones who are ready to buy right now. Clean rooms empower marketers to find new in-market customers and then activate on a person-level to reduce ad waste.

We surveyed over 3,200 marketers and CX professionals, and 8,000 consumers, to learn about their data management strategies, how they’re using analytics, and what consumers care about most when it comes to how their data is handled. Fragmented data is blocking their ability to deliver real-time, one-to-one personalization. To stay ahead, businesses must unify their data.

Check out the Adobe 2025 AI and Digital Trends: Data and Insights report and learn:

Commerce media delivers targeted, contextual, and highly relevant messages to customers, but it also extends those capabilities to new customer journey touchpoints. Because today’s consumers research and buy products in more places than ever, brands need a presence on everything, everywhere, all at once. Otherwise, they risk being overlooked at crucial points in the customer journey. Fortunately, advances in ad technology and analytics have enabled the evolution of new commerce media networks to help address this need. As a result, we are seeing commerce media offer an upgrade on multiple forms of media: Google Shopping is now offered through commerce media and embedded directly in search; cookie-based targeting has shifted to first-party (1P) data targeting both on and off e-commerce platforms; and broadly targeted linear TV ads are giving way to personalized messaging on the back of a passenger’s airplane seat or in a guest’s hotel room.

Most organizations run experiments, but few do so in a way that consistently drives growth. Why? Because the culture, processes, and data behind experimentation are often flawed or completely missing. This eBook is your playbook to fix that. Built on years of practical insight and powered by real success stories — from Netflix to Decathlon — it lays out a step-by-step framework to embed behavior analytics into your experimentation culture. You’ll learn how to move beyond isolated tests and into a sustainable system where every experiment is backed by real user data, collaborative insight, and clear business value.

With over 86% of US marketers planning to partner with content creators in 2025, influencer marketing has become a mainstay in modern brand strategy. So the question isn’t really should you partner with influencers, but rather, should you go big, or stay small? In 2025, this answer is increasingly nuanced. With everything from evolving platform algorithms to changing consumer behavior, brands are rethinking how they invest in creator partnerships.