68% of PPC professionals at agencies worldwide say their agency is automating repetitive tasks to increase efficiency and cut costs, the top AI-evolution response in a December 2025 survey from PPCSurvey.

Meta rolls out AI business assistant to all advertisers: Its automation push could give advertisers better results, but threatens the traditional agency model.

This FAQ explores why event marketing is growing, what new technologies are changing the event landscape, and how marketers should approach event strategy in 2026.

Automation is becoming programmatic’s second engine, as PubMatic’s latest results highlight early traction from agentic AI tools.

Creative and content production tops the list of martech areas marketers expect AI to disrupt most, cited by 27% of UK and North America respondents, according to a November 2025 survey from StackAdapt and Ascend2.

HubSpot, Canva, and Semrush build publisher arms to secure first-party reach as AI disrupts search.

Omnicom's scale expanded faster than organic growth; its IPG deal-driven revenue surge contrasts with modest underlying performance in its core business.

Agency roles are shifting upward; execution is becoming software, while oversight, integration, and governance gain importance.

Algorithms now shape most ad spend: Decisioning is expanding beyond targeting, increasing scale while adding opacity across planning, execution, and measurement.

Marketing technology (martech) has entered a new era defined by AI agents, composable architectures, and the rise of buyer-side AI assistants that are fundamentally changing how customers discover brands and B2B vendors.

Amazon expands its agentic ad footprint; its new MCP server turns AI-driven advertising from experimentation into infrastructure, prioritizing controlled automation over raw API access.

40% of marketers worldwide are using AI for social media management, the top reported use case, according to a September 2025 survey from MiQ and Censuswide.

2025 marked an inflection point for agentic AI—autonomous systems that don’t just assist, but act. The year saw AI shift from text generators to decision-making collaborators embedded across business and creative workflows.

Accenture announced it will roll out ChatGPT Enterprise to tens of thousands of employees for internal workflows and client-facing products, per Reuters. The move follows Deloitte adopting a similar expansion—deploying Anthropic’s Claude to more than 470,000 employees across 150 countries. With big consultancies adopting the same AI agent playbook, the risk of AI-driven sameness grows. Companies seeking stricter compliance and tighter risk management might benefit from Accenture’s and Deloitte’s agentic offerings, even as a starting point toward longer-term, more independent agentic adoption.

Coca-Cola and Hershey’s are redefining what innovation looks like for century-old brands. Both companies are building repeatable systems for creativity rather than chasing trends. Coca-Cola created a proprietary AI-driven design system that converts brand rules into machine-readable code, allowing global teams to scale creative consistency instantly. Hershey’s built feedback loops that turn employee empathy and standardized KPIs into actionable insights. Together, they illustrate how legacy CPGs can combine data discipline with creative freedom—using structure to accelerate, not stifle, imagination. Innovation, they argue, isn’t chaos; it’s a system you can build.

Google and WPP struck a $400 million, five-year deal to expand AI tools and services across the UK ad agency’s services. The extension of their partnership, first announced in April 2024, marks a structural acceleration of how AI is becoming embedded in marketing operations. Deals like Google and WPP’s redefine what “AI maturity” looks like in marketing and how alliances are reshaping competitive dynamics. For CMOs, announcements like this emphasize the need for strong oversight of agency partnerships and a clear framework for measuring AI-driven efficiency and creative quality.

Hannah Elsakr, VP of new genAI business ventures at Adobe, framed AI-enabled tools not as a job disruptor but as “an exponential amplifier to our own humanity and creativity,” at LWT’s TechFutures 2025 in New York City this week. She outlined three frontiers reshaping brand storytelling: AI companions, personalized marketing at scale, and world-building around IP. Brands should prioritize scalable AI pilots, adopt commercially safe AI models, and lead internal change from the top. Provenance, licensing, and IP protection must be built in—not bolted on—if AI is to expand creativity without eroding trust.

B2B marketing data spending is rising as marketers prioritize strategies that improve ROI, enable AI, and fuel pipeline growth. Trusted data sources and integrated tools are helping teams optimize segmentation, compliance, and campaign performance.

Efficiency, ROI, and AI integration are now driving B2B martech buying decisions. Marketers are consolidating stacks, prioritizing automation, and investing in tools that deliver measurable performance gains.

AI is rapidly becoming foundational to marketing strategy, with 63% of teams now using it for planning—up from 28% in 2023, per Boathouse. Customer service and analytics have seen similarly sharp increases, supported by rising investments in CRM systems, CDPs, and automation tools, according to Twilio. As AI’s footprint grows, marketers are reallocating spend toward digital formats like social, CTV, and video, where AI can optimize targeting and performance. This trend reflects a broader shift: the most successful marketers are embedding AI into the fabric of their decision-making, not treating it as a plug-in. The gap is widening fast.