In the Algorithmic Era, media is more than just a channel, it is the most powerful growth engine CMOs can rely on today and a cornerstone of any transformation agenda. Marketing leaders understand that in order to run this engine at full throttle they need to combine both tech-led precision and human-led inspiration in order to make their brands resonate with their target audiences.
In the recently released dentsu CMO Navigator 2026 – Media Edition: Rethinking Marketing in the Age of AI, a survey of 1,950 global CMOs, investments in Search & Agentic AI, and investments in Influencer Marketing were indicated as the most likely to increase. Changes in the search landscape were indicated by 37% of global CMOs as the media opportunity they are most excited about for the next 12 months.
Ultimately, agentic search and creator content are emerging as the superpowers marketers plan to leverage to capture two key aspects of consumer connection: intent and inspiration. But how can the impact of a brands’ interplay across these two horizons be maximized?
In the study, CMOs indicate that they are turning to emerging contextual signals in scaled media platform to do this in the most efficient way possible. Across the board, culture-related contextual signals (e.g., trending social media content, cultural moments, or major events) and brand sentiment signals (e.g., social listening insights, fluctuations and customer reviews) are garnering most favor.
But CMOs’ responses are also showcasing how their focus on contextual signals is being informed by the business context of the industry category in which they operate. For instance, marketers working in consumer product sectors like food and luxury over-index on geolocation and culture signals, while commerce-first industries like retail and manufacturing are focusing more on signals tied to search behaviors that indicate purchase intent.
Read the Full Report
Want to learn how marketing leaders are reshaping their strategies to make an impact on their businesses? Get your copy of the CMO Navigator 2026 – Media Edition to explore the following topics:
- Business Growth Inspires an Optimistic Outlook
- Leaning on AI to Deliver on a Widening Marketing Mandate
- How AI is Reshaping CMO Strategies
- Partnering with Sports and Entertainment IP
- Media Transformation in the Algorithmic Era
- A New Breed of CMO: The Perceptive CMO
