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Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
Hey, josh here. Enterprise A.I and adoption broke out as an emerging trend that wwill likely continue into 2026.
Business Adoption and Enterprise AI Transformation
Companies in every sector raced to deploy AI, making 2025 the year businesses went from experimentation to serious implementation. By the end of the year, almost 90% of organizations regularly used AI in at least one functionmckinsey.com – from marketing content generation to customer service chatbots – up sharply from the previous year. Investment hit record levels as well: in 2024, private AI investment in the U.S. reached $109 billion (nearly 12× China’s investment)hai.stanford.edu, and that momentum carried into 2025 with enterprises pouring resources into AI projects. The focus, however, shifted from hype to ROI. Companies began demanding that AI deliver cost savings or revenue growth, not just cool demos. “2025 will be the year of profitability for AI,” one tech VC predicted, as businesses looked to use AI to boost margins after years of “grow, grow, grow” spendingreuters.com. In practice, this meant integrating AI deeply into workflows – for example, banks like BNY Mellon moved beyond pilots to let thousands of employees deploy LLM-powered agents for daily tasksreuters.com. High performers redesigned processes around AI, using it to innovate products and optimize operations rather than just for efficiencymckinsey.com. At the same time, challenges emerged: most firms are still in pilot purgatory, struggling to scale projects beyond prototypesmckinsey.com. Workforce impact also became a talking point – about one-third of business leaders expect AI to reduce headcount, though others foresee it creating rolesmckinsey.com. Overall, 2025 saw enterprise AI “grow up” – widespread adoption, bigger budgets, and a sobering demand for results and integration into core business strategies.