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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.

Perion said the partnership extends its distribution model through an established local partner with access to agencies and brands.

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.

Rather than focusing on individual AI tools, the unit aims to help companies implement AI across marketing processes and operational workflows.

To create the film, Surreal Hotel Arts designed a custom installation of LED screens and mirrors arranged to reflect the geometry of a diamond.

Developed by the PRCA Innovation Working Group, the certification is intended to provide an independent evaluation of AI products against professional standards as agencies and communications teams adopt a growing number of AI-powered tools.

The pilot replaced traditional manual media buying processes with AI agents that identified inventory, negotiated terms and completed the transaction based on campaign requirements provided in natural language.

The findings underscore a growing paradox: social media's influence continues to deepen even as confidence in its content declines.

As part of the expansion, WPP Enterprise Solutions is introducing an initial portfolio of proprietary services designed to support organisations adopting AI and digital transformation.

The platform uses a conversational interface that enables buyers to submit campaign requirements and targeting criteria using natural language.

The creator economy also came of age, with creators positioned as strategic partners shaping brands, products and communities rather than simply amplifying campaigns.

Topaz Labs develops AI models that improve existing video and image content by sharpening details, reducing noise, restoring footage, increasing resolution and stabilising video.

The platform is designed exclusively for members of the ANA's Global CMO Growth Council, providing access to research, case studies and executive insights through a conversational AI interface.

The system combines more than 20 AI agents with human oversight to support campaign planning, activation, optimisation and measurement across multiple advertising platforms.

Improving staff productivity and performance is the leading reason agencies deploy generative AI, cited by 81 percent of respondents, while 63 percent identified the same goal for AI agents.