More than two-thirds of global media spend is now ‘AI-enabled’

The majority of media spend is now guided by artificial intelligence and machine learning.

More than two-thirds (69.5%) of all worldwide advertising spend this year will be enabled or informed by artificial intelligence (AI) tools, a new report predicts.

GroupM’s latest This Year Next Year forecast calculates that the majority of media investment will involve some form of recommendation algorithm, natural language processing or search optimisation – rising to account for 94.1% of spend by 2029.

“There may be no other industry right now [than advertising] where AI is used more pervasively,” said Kate Scott-Dawkins, GroupM’s Global President, Business Intelligence.

The overwhelming majority of AI-enabled media is currently digital, including channels like search...

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