Opinion

In readiness for 2026, here are 10 words which I think are going to be really important, and you want to keep an eye out for. 1 Agentic As well as relating to agents, this also refers to things like Agentic browsers, Agentic AI, and Agentic research, where we're going to use agent-like methods and agents to organise agents to do tasks previously done by humans.

The IAB/MRC are currently engaged in drawing up new proposals for measuring attention in media consumption. Although their work is sound and well-researched, I wonder if the emerging AI-reshaped media world will create fundamental problems of endogeneity?

For anyone in the market research and insights world, Forrester's latest quarterly results are a must-read and a sobering signal of the shifts happening under our feet, as reported by MRWeb.