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# eMarketer: AI now shapes purchases outside brands’ ad reach
- URL: https://www.medianexis.com/emarketer-ai-now-shapes-purchases-outside-brands-ad-reach/
- Published: 2026-09-23T23:57:05.000Z
- Updated: 2026-09-23T23:57:05.000Z
- Description: eMarketer’s Grace Harmon reports that AI tools are influencing consumer purchase decisions in ways that fall outside the paid advertising channels brands have traditionally used to control messaging.
- Author: The Signals Desk
- Tags: Ad-tech, AI, Grace Harmon, AI shapes purchase decisions beyond ad control

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Grace Harmon*](https://www.medianexis.com/tag/by-grace-harmon/) *·* [*read the original*](https://www.emarketer.com/content/ai-shapes-purchase-decisions-beyond-what-brands-control-with-ads?ref=medianexis.com)*.*