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As Media Strategy Confidence Wavers, Marketers Increase Spending on AI and Creator Partnerships

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TLDR

Advertisers are increasing investment in generative AI and creator partnerships as uncertainty about broader media strategies persists, according to new Kantar data.

Optimixed Overview

Optimixed's original report on this story.

Per Kantar's research, advertisers are boosting spending on generative artificial intelligence and creator collaborations even as confidence in their overall media mix strategies continues to decline. The shift reflects uncertainty around how to allocate budgets across traditional and emerging channels amid ongoing market volatility.

Topics:AI & Machine Learning in SEO
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