As we kick off the first edition of 2026, this week’s stories set the tone for the year ahead, spanning AI-led optimisation, commerce discovery, platform power and the economic context performance teams will be operating within.
Google Introduces A/B Testing for Performance Max Assets
Google has launched a beta feature allowing advertisers to A/B test asset combinations within Performance Max campaigns. The update enables marketers to compare creative groupings while keeping shared assets consistent across tests, helping isolate performance differences driven by creative. The feature builds on earlier retail testing and is designed to work within Performance Max’s automated structure, meaning tests need to run for longer periods to account for learning phases.
What this means: This is a meaningful step toward regaining creative control inside Performance Max. Performance teams can now test messaging, imagery and video combinations more systematically, rather than relying purely on automation. Agencies should be building structured creative testing frameworks that sit alongside algorithmic optimisation, not outside it.
JD Sports Enables AI-Powered Shopping Through ChatGPT
JD Sports is set to enable AI-powered shopping through ChatGPT, allowing customers to discover and explore products via conversational prompts. The move positions ChatGPT as a new discovery layer for retail, enabling shoppers to research products, compare options and navigate inventory in a more natural way. JD becomes one of the latest retailers experimenting with AI-led shopping experiences beyond traditional search and ecommerce interfaces.
What this means: AI assistants are becoming a new front door to retail. For performance marketers, this raises questions about how product data, availability, pricing and content are structured to surface accurately in AI-driven journeys. Brands that optimise early for conversational commerce could gain disproportionate visibility as consumer behaviour shifts.
Google Expands Shopping Promotion Rules Ahead of 2026
Google has expanded its Shopping promotion rules, giving advertisers more flexibility around how offers are structured, surfaced and approved. The changes are designed to improve relevance and consistency of promotional messaging across Shopping ads, particularly during high-intent retail periods. The update arrives ahead of the 2026 season, giving advertisers time to adapt feeds and promotional strategies.
What this means: Promotions remain a critical lever for retail performance. Marketers should review feed structures, promotion metadata and eligibility rules to ensure offers surface correctly and competitively. Small operational improvements here can unlock meaningful gains in CTR and conversion.
FIFA Names TikTok Its First-Ever Preferred Platform Ahead of World Cup
FIFA has struck a preferred platform deal with TikTok ahead of the 2026 World Cup, marking the first time a social platform has received this designation. The partnership will see expanded official content distribution, creator access to archival footage and a dedicated World Cup hub on TikTok. The deal reflects TikTok’s growing role in large-scale live events and cultural moments.
What this means: Major sporting events are no longer owned solely by broadcasters. For advertisers, this reinforces TikTok’s position as a premium destination for attention at scale, not just a secondary social channel. Performance strategies tied to tent-pole moments should treat TikTok as a core platform for reach, engagement and commerce.
UK Marketing Budgets Stall at End of 2025, Bellwether Shows
The IPA Bellwether Report for Q4 2025 shows UK marketing budgets recorded no net growth, as businesses remained cautious amid economic uncertainty. While spend on PR and “other online” channels increased modestly, main media and direct marketing budgets declined. Forward-looking expectations suggest only limited growth heading into 2026.
What this means: With budgets under pressure, performance accountability will matter more than ever this year. Marketers will need to justify spend with clear impact, while agencies that can demonstrate efficiency, incrementality and measurement rigour will be best placed to protect and grow investment.
X Restricts Grok After AI-Generated Deepfake Controversy
X has introduced limits on Grok’s image generation capabilities following backlash over the creation of AI-generated deepfake and sexualised images. The restrictions aim to prevent the tool from generating or editing explicit images of real people, as scrutiny from regulators and lawmakers intensifies. The move highlights growing tension between rapid AI deployment and content safety concerns.
What this means: AI governance is no longer theoretical. Platform rules can change quickly in response to public and political pressure, with direct implications for brand safety and content environments. Performance teams should stay alert to how AI tools intersect with advertising contexts, and be ready to adapt when platforms tighten controls.
That’s a wrap for this week.
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