Companies implemented the tech for hyperpersonalization, AI chatbots, fraud prevention, and other use cases

37% of AI initiatives in the UK and US are run by the CMO or another executive, and 26% by a marketing operations team, per a November report from Invoca.

The martech landscape is shifting from prompt-based AI to more sophisticated autonomous systems. Agentic AI—artificial intelligence that can independently execute tasks, make decisions, and learn from interactions—represents a significant evolution in how marketing teams can operate and scale their efforts.

Ad buyers will see a year of agency changes, privacy problems, AI innovations, and media network competition in 2025. Here are five charts to help media planners prepare for the year ahead.

Capturing 88% of search traffic and 65.8% of browser use, Google shapes digital activity, though rising AI competitors and regulatory risks may challenge its supremacy.

On today’s podcast episode, we discuss if AI development is slowing down or speeding up, when it’s all said and done what happens to TikTok, if live sports are under threat from highlights, the potential impact of impending tariffs, which sports kids play the most, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Forecasts Oscar Orozco, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Forecasting Analyst Zach Goldner.

On today’s podcast episode, we discuss when and where we will start to see ads alongside ChatGPT, how other AI startups are rolling them out, and what kinds of GenAI ads will be most impactful. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, and Analysts Jacob Bourne and Daniel Konstantinovic.

Roku wants to open the CTV door for small and midsize brands: A partnership will allow brands to repurpose ads designed for social media to run on its platform.

Consumers spent a record-breaking $314.9 billion online globally during this year’s Cyber Five, according to Salesforce. But there’s lots more to learn beyond top-line sales numbers—from Target's Taylor Swift-fueled Black Friday surge to Gen Z's big spending habits. Here are five key stats on Cyber Five performance you may have missed and what they mean for the rest of the holiday season.

What Omnicom and Interpublic’s merger means for the industry: The Big Four will become the Big Three in a move that shifts industry power dynamics.

On today’s podcast episode, we discuss why US workers’ adoption of AI might be slowing, how generative AI has helped companies and workers the most, how businesses can best quantify AI productivity gains, and how we expect the technology to help workers do their jobs better in 2025. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Vice President of Media, Content, and Strategy Henry Powderly and Vice President of Generative AI Dan Van Dyke.

But fraud still remained rampant across the holiday weekend, showing payment providers have more work to do to step up their protections

On today’s podcast episode, we discuss which group of folks ChatGPT will affect the most next year, a social media ban for young people in Australia, how the “snippet generation” are influencing our world, what to make of this new group of “subscription pausers,” movie theatre etiquette around throwing popcorn, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analysts Ross Benes and Evelyn Mitchell-Wolf, and Vice President of Content Paul Verna.

On today's podcast episode, we discuss what might happen to just a select few traditional media companies, what AI rules might look like, and how a Trump presidency will affect the US ad market. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Gadjo Sevilla, and Vice President of Content Paul Verna.

Marketers are tuning their targeting strategies for a 2025 where cookies remain in limbo, media mix modeling (MMM) usage expands, and experimentation with AI continues.

Who is OpenAI’s new CMO? Kate Rouch will lead the company through its first advertising efforts as it seeks to diversify revenues.

AI’s role in Spotify Wrapped is slightly subdued: The platform’s yearly marketing event included AI, but stopped short of prominently featuring it.

Lawmakers criticize HHS plan to regulate healthcare AI: Their position stands in stark contrast to physicians, who could refuse to use the tech if it’s not properly vetted.

The incoming Trump administration will indisputably affect the future of Big Tech. The breakup of Google, the forced sale or ban of TikTok, and the regulation of AI are all issues the president-elect will need to take a stance on.