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The report examines how marketers can achieve sustainable growth as investment in social and creator marketing continues to increase.

The report, produced by the agency's AI Lab, assigns Demis Hassabis a score of 86, Dario Amodei 82 and Sam Altman 64, highlighting a 22-point gap between the three executives despite their prominent roles in the AI industry.

The report finds that attitudes towards AI are shaped less by the technology itself than by the quality and context of its use.

The report is based on a nationally representative survey of 2,000 UK adults conducted by Opinium between 19 and 22 May 2026.

Knak says these production tasks affect even large organisations responsible for marketing at companies including Google, Amazon, Uber, Meta and OpenAI.

The report includes examples showing how organisations have applied each of the four principles to improve AI visibility.

While consumers are expected to continue making most purchasing decisions themselves, AI agents will increasingly shape product discovery, shortlisting and routine purchasing.

The research ranked more than 30 popular titles using metrics including search demand, daily active users, average playtime, Twitch viewership and community size across YouTube, Reddit, Discord and Twitch.

This week, Dentsu was the biggest gainer on the back of a series of account wins, while Omnicom came under pressure and Publicis declined despite raising its full-year outlook.

Within main media advertising, video was the only sub-category to post stronger investment, reaching a seven-quarter high with a net balance of +8.2 percent.

The largest declines were recorded in the confectionery and convenience sectors.

The latest Platform Insights: YouTube report estimates YouTube's advertising revenue reached $40.4bn in 2025, up 11.7 percent year on year.

The Gen Z Sports Fandom & The Mega-Moment report found that 49 percent of Gen Z sports fans have become interested in a sport or athlete because of fan-created content or cultural moments outside the competition itself.

The report argues that while AI has become a standard part of the creative process, long-term advantage depends on using audience participation and cultural signals to guide creative development.

The platform measures emotional responses to advertising and assigns a score based on long-term brand-building potential.

The study also coincides with the company's identification of a network of AI-generated sports websites targeting UK football fans.

Advertising investment across Australia and New Zealand is becoming more strategic as brands increasingly align media spending with consumer demand rather than simply increasing budgets.

The report also identifies public affairs as a significant part of the sector, highlighting its role in helping organisations engage with policymakers, regulators, political stakeholders and communities.

IAB Europe sets the figures against a backdrop of sluggish economic growth and continued geopolitical pressure.

Separate Nielsen Consumer & Media View (CMV) data found that 11.8 million Australians, or 51 percent of the population, take vitamins, while 41 percent purchase them at least once every three months.

The report estimates that strengthening the industry's digital and creative capabilities would increase productivity across a sector that already contributes £109 billion annually to the UK economy, representing 4 percent of total economic output.