尼尔森IQ：2026年新的增长前沿：代理式商务与人工智能如何使天平向挑战者品牌倾斜报告（英文版）

Scale is no longer destiny, as share has shifted to niche brands over the last three years. Challengers are winning in categories built for AI discovery and innovation. Innovation capability has become the defining characteristic of growth for brands—and AI is poised to accelerate this. Consumers are increasingly willing to pay more for innovative products—particularly if they save time and money. Agentic commerce and LLM advertising are poised to introduce a new wave of innovation explosion,