Big Tech’s AI bill is coming due. Rising AI costs, agentic commerce, Apple’s assistant strategy, and consumer trust issues will reshape advertising, retail media, and marketing strategy.

Key Question: How should marketers, advertisers, and retailers adapt their media and commerce strategies as the AI boom enters an economic and sentiment reckoning in 2026?

Key Stat: The S&P 500's Shiller CAPE ratio sits near 41, more than double its long-run average, signaling market expectation of an AI payoff that hasn't yet materialized.