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Welcome back to The Brief by Kuro House, where we cut through the noise to bring you the most compelling stories shaping the marketing and media landscape. Today, we’re diving into the rapid evolution of AI in media buying, the surging influence of buy-now, pay-later services this holiday season, Amazon’s shifting relationship with adtech partners, a major industry award for workplace culture, and a roundup of power moves and inspiring stories from the media world. Let’s get into it.
First up, let’s talk about the future of media buying—where AI agents are no longer just a buzzword, but an emerging reality. According to Digiday, media agencies are moving beyond using AI for planning and advice, and are now actively testing AI “agents” that can execute media buys. Indie agency Butler/Till, for instance, is piloting a buying agent in partnership with Scope3, built on Anthropic’s Claude model. This agent interacts directly with Pubmatic’s own agent, using the AdCP protocol to place contextual media buys—cutting out the traditional ad tech middlemen like DSPs and DMPs. The expected payoff? A 40% reduction in costs and faster, more precise campaign optimization. Scope3 is keeping its pilot group small for now, with plans to expand in February. Meanwhile, giants like Omnicom and Kinesso are testing advanced planning agents from Equativ, which can evaluate briefs, suggest strategies, and even generate PMP deals, potentially reducing planning time by up to 40%. Microsoft is also deep into the AI agent game, with 6,000 agents built atop its Copilot platform. But as these tools get smarter, the industry is wrestling with how much control to hand over—especially when real money is at stake. As Scope3’s Tim Collier puts it, media-buying agents are a “foregone conclusion,” but the debate over trust and oversight is just heating up.
Switching gears to retail, Modern Retail reports that buy-now, pay-later (BNPL) services have absolutely exploded this holiday season, hitting a record $1 billion in transactions on Cyber Monday alone. This isn’t just about cash-strapped shoppers—it’s the result of smart partnerships and aggressive marketing by both brands and fintech companies. BNPL options now go far beyond the classic “pay-in-four”—think six-month, zero-interest plans or even 24-month loans. Apple Pay users can now access Affirm and Klarna, and Afterpay has deepened its integration with Cash App. Brands like Sephora have run major promotions—offering 25% off for Klarna or Afterpay users—while higher-end names like Thursday Boot Company and Diesel have joined BNPL networks. The Consumer Financial Protection Bureau says the U.S. now has 53.6 million unique BNPL users, up 12% from 2022, with the average user making over six transactions a year. Notably, 0% interest offers are proving to be a conversion powerhouse—SplitIt saw a 93% increase in conversions with 0% BNPL plans compared to flat discounts. And it’s not just retail; BNPL is expanding into wellness, travel, and ticketing. But there’s a note of caution, too: SplitIt’s CEO Nandan Sheth is surprised—and a bit concerned—by how many small-ticket items are now being financed, from $250 purchases to sushi dinners. As BNPL becomes a staple of the customer journey, brands are getting smarter about integrating these options early and often, making payments a key acquisition lever rather than an afterthought.
Now, let’s turn to Amazon and its evolving relationship with the adtech ecosystem. ADWEEK reveals that Amazon, which built its $60 billion ad business on the backs of third-party adtech firms and agencies, is now showing signs of sidelining these partners. Since 2021, the Amazon Ad Partner Network has matched advertisers with tech firms and agencies that manage ad spend on Amazon, helping fuel the explosive growth of retail media. Many of these partners were early adopters, building bespoke ad-buying tools and bringing new advertisers onto Amazon’s platform. But according to six sources cited by ADWEEK, Amazon is beginning to pull away from these third-party vendors, opting to work more directly with advertisers. This shift could be a major turning point for the many adtech companies whose business models depend on Amazon’s ecosystem. For marketers, it’s a signal to watch Amazon’s next moves closely—especially as the lines between platform, partner, and competitor blur.
In a positive spotlight, ADWEEK has announced the launch of its Architects of Culture award, designed to honor senior leaders in marketing, advertising, and tech who are actively building environments where emerging talent can thrive. This isn’t just about HR or people teams—it’s also about those who foster culture through employee resource groups or voluntary initiatives. To be eligible, nominees must have been in their current roles for at least 12 months, and there’s no entry fee. Winners will be featured in ADWEEK’s March issue. The deadline for nominations is January 16, 2026, and the process is open to anyone who wants to recognize a mentor, manager, or culture-builder who’s making a real difference. If you have someone in mind, submissions are open, and questions can be directed to pj.bernacki@adweek.com.
Finally, let’s wrap with a rapid-fire look at some of the most notable moves and recognitions in media, courtesy of ADWEEK’s TVNewser. Ashleigh Banfield is pivoting from her nightly NewsNation show to lead the network’s upcoming true crime digital vertical, debuting in 2026, while her podcast, Drop Dead Serious, will be featured on NewsNation. Shenielle Jones has been named Jenna Bush Hager’s permanent co-host for the fourth hour of NBC’s Today, following a parade of 60 guest hosts. In the power rankings, Fox News Media CEO Suzanne Scott and CBS News’ Bari Weiss have landed spots on Forbes’ World’s 100 Most Powerful Women of 2025, a list that collectively represents $37 trillion in economic influence. On the talent front, MS NOW has announced several new hires, including three reporters from ABC News and overnight anchors from NBC. And in a heartening story, CNN named Quilen Blackwell its 2025 Hero of the Year for his work with Southside Blooms, a nonprofit turning vacant lots on Chicago’s South Side into eco-friendly flower farms that employ local youth.
That’s all for today’s Brief. From AI’s disruptive potential to the evolving retail and media landscapes, we’re seeing how technology, partnerships, and leadership are shaping the future of our industry. Stay curious, keep challenging the status quo, and we’ll see you next time for another deep dive into the stories that matter most.
