PHD

AI isn't just changing how consumers search. It's changing how they choose.

By 2030, AI agents are projected to facilitate $3.35 trillion in global consumer spending, reshaping how brands are discovered, evaluated, and chosen.

PHD and WARC have launched, 'From Abundance to Agents: How the Delegation of Choice is Transforming Marketing', new global research exploring how agentic AI will transform consumer decision-making across markets and categories.

The research points to a defining challenge for marketers:

If the role of a brand is to signal quality and influence human choice, what happens when a machine is making that choice?

Read the full report to explore the scale of the shift and what marketers should do in response: https://www.warc.com/en/article/from-abundance-to-agents-how-the-delegation-of-choice-is-transforming-marketing-dda80ff252d141c4bdb7211d230f407d