Kantar – Agents of Change: From Attention to Intention 2026

This report explores the emergence and impact of AI agents in marketing by 2026.

It focuses on how AI will change consumer behavior and brand growth strategies, highlighting the rise of AI shopping assistants, voice assistants, and chatbots. The report emphasizes the need for brands to engage both human consumers and AI agents, the use of synthetic data and augmented audiences to improve marketing accuracy, and the importance of developing new skills and responsible data practices. It also discusses the role of generative AI and digital twins in enhancing insights and search integration, noting that the industry is moving toward practical execution but is not yet fully ready.