Key stat: 70% of marketers worldwide say generative AI is the most important consumer trend they're watching, nearly 6x the share tracking the metaverse (12%), according to November 2025 data from Mediaocean.

Beyond the chart:

• The attention is already translating into dollars. Some 79% of marketers plan to increase spending on genAI creator content this year, up from 70% in 2023, per Influencer Marketing Factory.
• Meanwhile, consumers aren't keeping up with marketers' enthusiasm. Some 56% of internet users worldwide worry that AI will make online content less trustworthy or reliable, per EY.

Use this chart: Drop this in your next strategic planning or budget allocation meeting to show where peer marketers are focusing their attention. Use the 70% genAI figure to validate your AI investment priorities, and point to the bottom of the chart to challenge whether your team is overweighting trends that peers have already deprioritized.

Related EMARKETER reports

• Digital Advertising Trends to Watch in 2026 (EMARKETER subscription required)
• Ad Agency Trends 2026 (EMARKETER subscription required)

Methodology: Data is from the January 2026 Mediaocean report titled "2026 Advertising Outlook." 320 marketing professionals worldwide were surveyed during November 2025. Respondents represented brands, agencies, media companies, measurement firms, tech platforms, and other marketing industry constituents.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.