mrge Report Signals Major Shift in Commerce Advertising for 2026

As AI reshapes how consumers research and discover products, the State of Commerce Advertising 1/2026 report from mrge highlights a defining moment for the commerce advertising ecosystem. The new industry study, based on a survey of publishers, advertisers, and networks, shows that authority and trust are becoming more valuable than raw traffic, forcing publishers and brands to rethink long established strategies.

The State of Commerce Advertising 1/2026 report finds that consumers are increasingly relying on authoritative publishers and AI generated summaries when making purchase decisions. As a result, publishers are being pushed to evolve from simple traffic providers into trusted sources of information. This shift has direct consequences for budgets, partnerships, and performance measurement across commerce advertising.

Despite the clear market movement, the research reveals a widening gap between industry evolution and organizational readiness. AI powered discovery is accelerating faster than many companies can adapt. Only 11.3 percent of respondents say they feel very well prepared for the era of zero click discovery, while nearly one third report being not prepared at all or only slightly prepared. With AI summaries now influencing visibility more than traditional search rankings, this lack of readiness represents a significant competitive risk.

“We are experiencing the next evolutionary stage in Commerce Advertising,” said Dave Reed, CEO of mrge. “As consumers increasingly rely on AI summarised results and turn to publishers they trust, brands need to navigate a new landscape, reaching consumers in the right contexts at the right price with the right data driven optimization.”

The report shows that AI agents are already shaping online sales. Nearly 60 percent of respondents say AI driven chatbots and shopping assistants are influencing purchase decisions today or will do so in the near future. By the end of the year, many expect more than a quarter of online revenue to be influenced by AI assisted discovery during the decision phase.

To respond, companies are adopting a dual approach. In the short term, many are compensating for traffic loss by strengthening affiliate partnerships and increasing paid media investment. At the same time, a growing share of organizations are beginning to transform, optimizing content for AI led discovery and testing AI powered shopping assistants and marketplaces directly.

Budget allocation continues to follow measurable outcomes. According to the State of Commerce Advertising 1/2026 findings, affiliate marketing is expected to see the largest budget increases in 2026, followed by social commerce. AI driven discovery, while strategically important, has not yet become a primary budget focus, reflecting uncertainty around measurement and ROI models.

Beyond traffic loss, respondents point to deeper structural challenges including limited internal AI expertise, inadequate measurement frameworks, and cultural resistance to change. Still, overall industry sentiment remains strong. More than half of respondents report satisfaction with 2025 performance, and over 63 percent plan to increase commerce advertising budgets in 2026.

Taken together, the State of Commerce Advertising 1/2026 report underscores a clear message for the market. Commerce advertising remains economically strong, but future success will depend on how quickly publishers and brands adapt to AI driven discovery, invest in trust, and modernize their operating models to meet the next phase of consumer behavior.