By Laura Islas
Publication Date: 2026-10-15 22:20:00
Artificial intelligence is no longer an experimental tool within marketing departments and has become a resource that is beginning to influence the entire consumer journey: from content creation and ad placement to product recommendations, personalization, and customer service. For CMOs and marketing leaders, this shift involves much more than simply incorporating generative AI tools into their teams.
The report State of AI in Retail and Consumer Packaged Goods: 2026 Trends, published by NVIDIA, reveals that retail companies and consumer goods businesses are moving toward systems capable of analyzing information, modifying messages, and even executing actions autonomously.
Digital commerce —which includes ecommerce, marketing, and advertising— is currently one of the leading areas of artificial intelligence adoption: 61% of organizations use AI in this category, compared with 57% previously.
Content creation is just the beginning for marketing
Generating advertising materials is among the most widespread applications. 67% of organizations use artificial intelligence to create marketing and advertising content, according to the report.
However, AI applications now extend far beyond content creation. 58% use recommendation systems, 54% leverage AI for marketing and advertising placement, 52% for adaptive advertising, and 50% for customer service assistants.
For CMOs, these figures highlight a shift from AI being used solely…
