Multinational brands are actively integrating Generative AI into media planning, buying, and optimisation.

They recognise its potential to reshape marketing while staying alert to emerging risks.

Study Shows Widespread AI Adoption Plans

A recent study conducted by the World Federation of Advertisers covered 45 senior marketers from 37 global brands with a combined annual marketing spend of \$84 billion.

Over half of these companies are already using or plan to use AI agents.

Forty-eight percent do so in-house, and 37 percent rely on agencies. Nevertheless, 65 percent believe AI adoption could also increase risk, even as 92 percent see clear efficiency benefits.

Media Strategy Emerges as a Key Area of Impact

The study identifies media strategy, buying, and optimisation as the top areas where brands expect AI to drive faster reporting and greater operational efficiency.

Search, display, and social media are the most likely to change, with 65 percent of brands reviewing their SEO strategies.

However, concerns about misinformation and a lack of transparency in AI-driven ad placements remain strong.

Marketers Remain Optimistic Despite Concerns

Despite these concerns, sentiment around AI’s impact remains largely positive.

Half of the respondents expect higher productivity, 47 percent foresee clearer KPIs, and 40 percent anticipate faster decision-making.

Moreover, 14 percent also report an unexpected advantage in breaking down silos across teams.

Barriers to Adoption Include Talent and Legal Risks

Barriers to wider AI adoption include a shortage of skilled talent and legal challenges tied to data privacy and accountability.

Stephan Loerke, CEO of the WFA, emphasised that AI presents opportunities far beyond content generation.

He also stressed that building trust and transparency is critical.

WFA Supports Responsible AI Integration

Through its AI and Media forums, the WFA aims to help brands embrace AI responsibly while protecting brand integrity and consumer trust.

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