At CES 2026, Nili Klenoff of Mastercard emphasized the need for commerce media to evolve in response to shifts toward automated purchasing decisions in an agentic economy. As shopping increasingly relies on AI-driven recommendations, trust, security, and proof of purchase are becoming critical elements for both consumers and brands. Klenoff highlighted that Mastercard’s commerce media initiative, founded on a decade of personalized card-linked offers, aims to enhance engagement through 500 million consented consumers and 25,000 brands, ensuring seamless measurement against actual transactions. With over half of younger consumers now relying on generative AI for recommendations, the traditional “moment of influence” in shopping is changing dramatically. Klenoff argues that brands must adapt to prioritize machine readability over mere engagement, ensuring their offerings remain relevant. The future of commerce media hinges on establishing trust and security in automated systems, positioning Mastercard not just as a media owner but as essential market infrastructure in this evolving landscape.
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