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1、Setting the stage for 2026 2025 Year in Review11 March,2026 UK edition123Table of ContentsA(I)Turning PointReach,Attentionand(Online)Realityin theUK2026:TurningInsightintoImpactHow AI is reshaping the consumer journey and decision-makingMeasuring AI as a core pillar of the digital ecosystemCross-pla

2、tform audience behaviour in the UKThe evolving Streaming and Social Media landscapeBenchmarking performance across key online industriesHighlighted momentsStrategic implications for planning,partnerships and investment in 2026221.A(I)Turning Point31234Audience behavior continues to be shaped as much

3、 by cultural curiosity as by platform choice.AI and social buzz accelerate discovery and reshape the classic funnel.AI agents are evolving from just another access channel for information and content into a core pillar of the digital ecosystem.Omnichannel and user-centric cross-platform strategies a

4、re more relevant than ever.1.A(I)Turning Point4AI,the New Digital Pillar As the digital landscape becomes increasingly fragmented,AI agents powered by large language models(LLMs)are becoming a central point of online content access for users needsThe centralisation enabled by AI takes traditional se

5、arch to the next level.The AI ecosystem acts as a content layer that simplifies the digital consumer journey.1.A(I)Turning Point5Comscores View of the AI EcosystemMeasurementConsumer ImpactPrompt TopicsAdoption,Usage,and Growth of AI Tools.Consumer Journey,Path to Purchase,AI Chat Source Citations,a

6、nd Informing Strategy to Influence the Path To Purchase.Types of Prompts by Subject from Users and by AI Tool1.A(I)Turning Point6How We Assess the Impact across the EcosystemPeoplePathwaysPlatforms/PortalsThe Reshaping of Behavior at Scale&Adoption as a Core Feature of Daily LifeRewiring the Custome