The agency additionally fashions an alternate outcomes during which 2026 development may fall to 1.9% if the U.S. enters a recession.
Getting ready for the AI period
Scott-Dawkins stated the trade is “at this cusp of the AI period,” noting that platforms that have been “utilizing machine studying a decade in the past” are actually investing in AI infrastructure and instruments that instantly help advert merchandise.
For advertisers, she stated, AI is already creating efficiencies in workflows, provide chains, and product growth, which may release incremental funds for media.
Madison & Wall’s U.S. information additionally factors to a consolidation round AI-enabled media shopping for platforms, reminiscent of Meta’s Benefit+ and Google’s Efficiency Max, which bundle artistic, optimization, and measurement in what the report describes as a “black field.”
To assist purchasers navigate this new world, WPP Media has launched a Way forward for Promoting Intelligence Framework, which scores firms throughout 5 areas: information property, AI and technical capabilities, distribution, transaction capabilities, and content material and media.
The complete scoring and rubric, which incorporates present platforms and anticipated entrants like OpenAI, will likely be launched at CES in January 2026.
