[Marketing Week] Bob Koigi: Ad’s AI future meets human reality

As AI reshapes advertising, success will depend on combining automation with human creativity

Artificial intelligence is transforming advertising, pushing global ad spend beyond the $1 trillion mark while exposing marketers' struggles to keep pace.

Dentsu's latest report forecasts that global advertising spend will reach $1.06 trillion in 2026, with AI-driven and algorithmically enabled advertising expected to account for 75 percent of total spend by 2028.

However, adoption remains uneven. TripleLift found that while 60 percent of organizations have AI strategies, fewer than 30 percent are highly confident in them. AI is widely used for targeting and campaign optimization, but creative execution still depends heavily on human oversight.

The gap extends beyond AI. Intermedia Global found that half of senior marketers rate their campaign execution below average, a quarter lack visibility on ROI, and more than half underuse their martech capabilities.

The findings highlight a growing disconnect between technology investment and operational maturity. As AI reshapes advertising, success will depend on combining automation with human creativity, stronger processes and better use of existing tools.

Campaigns of the week

Wenneker Amsterdam, part of PAKT's integrated content ecosystem, partnered with LePub Amsterdam to bring Philips Avent's Share the Care campaign to life through a fully integrated production spanning film, photography and digital content.

Hyundai Motor Company has revealed the Official National Team Bus designs for the FIFA World Cup 2026™, featuring artwork created by children through its global Be There With Hyundai initiative.

Unilever has announced its largest sports partnership activation to date as Official Personal Care Sponsor of the FIFA World Cup 2026 tournament, with more than 35 brands participating in a global campaign.

Agencies and accounts

Mediaplus Performance has been appointed by ZEISS Research Microscopy Solutions (RMS) to lead its global performance media activities.

FINN Partners has secured the UK PR, marketing and creative partnerships account for the Japan National Tourism Organization (JNTO).

Manchester-based communications agency Down at the Social (DATS) has been appointed by beauty technology brand ioni to manage its 2026 PR and social media strategy.

Partnerships and acquistions

Independent creative agency DUDE has formed an official partnership with media agency Kotton through a minority investment designed to integrate creative and media services under a single operating model.

Universal Music Group (UMG) and TikTok have announced a new multi-year strategic licensing agreement that expands their existing partnership.

Project Management Institute (PMI) has partnered with Cannes Lions to launch the LIONS Educators Forum, a global initiative designed to strengthen connections between academia and the creative industries.

Other major news of the week

Ahead of the Cannes Lions International Festival of Creativity, Marketing Report invited senior creatives to select their two standout pieces of work from the past 11 months.

WPP Media has undergone a remarkable turnaround in a short period in the global battle for media budgets. the company topped COMvergence’s global new business rankings in the first quarter of 2026.

Publicis Groupe shareholders approved all resolutions at the company’s Combined General Shareholders’ Meeting, including a dividend increase and the appointment of two new directors to the board.

Bob Koigi is the editor-in-chief of Marketing Report.One

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