Advertisers are rethinking how they plan and buy media as artificial intelligence reshapes marketing workflows and consumer targeting, according to a study by WPP.
The study, WPP Media AI Impact Study 2026, said brands are increasingly using AI-driven tools to refine audience targeting, optimize campaigns and improve measurement, prompting changes in how marketing budgets are allocated across channels.
WPP said the growing use of automated planning and data analytics is encouraging advertisers to prioritize measurable outcomes and performance-led campaigns over traditional brand-led spending.
The study said advertisers are also investing more in first-party data strategies and integrated marketing systems as they seek better control over customer insights and campaign effectiveness.
Faster campaign adjustment, precise targeting
AI-powered tools are enabling faster campaign adjustments and more precise targeting, but advertisers remain cautious about overreliance on automation and continue to emphasize human oversight in creative and strategic decisions, the study said.
The shift is prompting brands to reassess agency relationships and internal marketing capabilities, with many companies seeking partners that can combine technological expertise with strategic planning.
WPP said the findings reflect a broader transformation in the advertising industry as marketers adapt to increasing data complexity and evolving consumer behavior.
The study said advertisers who successfully integrate AI into their marketing operations are likely to gain efficiency and improve returns on marketing investment.
Media agencies restructure for AI
The study said agencies are reorganizing teams and workflows to integrate AI tools into day-to-day operations, with media planning, content production and campaign analysis increasingly supported by automated systems.
The study said the shift is changing the skills agencies require, with growing demand for data specialists, AI engineers and marketing technologists alongside traditional creative and strategic roles.
