Fascination + Friction: What It Means for AI in Advertising

Our industry has always been fascinated by what’s new. These days, that fascination is artificial intelligence. And nowhere was that more obvious than at CES 2026, where AI dominated conversations.  

While fascination has fueled progress in advertising, driving everything from programmatic scale to advancements in measurement and identity, it can often lead to distraction. Unfortunately, the industry has become distracted by the promise and potential of artificial intelligence, losing sight of a longstanding issue: friction. 

Fragmented channels, platforms, and devices have all contributed to massive friction in our space. Consider, for instance, how many times you’ve received an ad for something you already purchased or something that did not reflect your preferences or interests. For brands and agencies, these examples not only illustrate how fragmentation and friction contribute to negative ad experiences but also to wasted ad spend. 

So, what happens when artificial intelligence is layered onto fragmented systems rife with friction?  

Data fidelity—accurate, complete, consistent data—is the backbone of reliable AI decisioning. Without a unified foundation that connects data signals from across the ecosystem, AI can only make decisions based on inaccurate, incomplete, or inconsistent data. By layering AI onto fragmented, siloed legacy systems, the industry perpetuates friction and furthers fragmentation.  

The industry has an opportunity, a choice, to either chase shiny new tech or to focus on real innovation that addresses today’s friction and fragmentation. At CES, Cadent President Doug Rozen invited industry leaders and changemakers to take hold of this opportunity and shared four ways Cadent is sparking innovation with AI solutions that are Actually Intelligent.  

Curious to learn more? Watch Doug’s 8-minute presentation, presented at the Shelly Palmer Innovation Breakfast at CES, below.