When agencies were asked what would make a branded merchandise ROI calculator useful, 46% selected clear assumptions, 44% selected benchmark data, 38% selected conservative and optimistic scenarios and 37% selected campaign templates. When asked which ROI calculator output clients would trust most, agencies selected cost per meeting (27%), followed by cost per lead (26%), cost per impression (19%) and ROI percentage (14%). That suggests the most credible ROI conversation may start with transparent assumptions and practical metrics buyers already understand. “The next phase for branded merchandise isn’t just proving that it works,” Bhat says. “It’s building a clearer language for how it works through recall, appreciation, engagement, retention, lead quality and measurable campaign outcomes.” For distributors, this means discussing measurements before the campaign launches, not after the invoice. What should success look like? Is the goal awareness, engagement, meetings, leads, loyalty, employee connection or retention? What can realistically be tracked? What assumptions are being made? These questions will help get the ball rolling before the campaign even starts, enabling you to proceed with clearer vision. AI Can Help, But It Shouldn’t Replace Judgment Survey results also suggest that buyers see AI as useful in several practical areas. End buyers said AI could improve branded merchandise planning or procurement by finding better product ideas (41%), estimating ROI or campaign impact (39%), matching products to audience personas and improving budget planning (33%) and personalizing campaigns (32%). Agencies see similar potential, but with a stronger emphasis on campaign development. They said AI could help most by building campaign concepts (44%), personalizing merch programs (37%), matching products to audience personas (37%), estimating ROI or impact (35%) and improving budget planning (29%). Used well, AI could help a distributor move faster from a vague request to a sharper recommendation. It could help match products to audience segments, suggest campaign concepts, compare budget scenarios, identify sustainable options, flag potential compliance concerns or generate client-ready presentation drafts. Source: PPAI End Buyer Survey Q51; PPAI Agency Survey Q49 Percent selecting Where AI can improve branded merchandise planning Buyers emphasize product ideas and ROI; agencies emphasize campaign concepts and personalization. Better Merch Is Better Marketing | Must Read • OCTOBER 2026 • 51
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