AI-fueled gains kept Google, Meta, and Amazon atop Q2’s ad market, but slowing engagement, murky ROI, and macro risks leave the triopoly’s future growth story more complex than the headlines suggest.

Our exclusive survey, conducted in partnership with MoEngage, reveals how financial services leaders are turning to data and AI to protect relevance, fuel engagement, and unlock growth.

Our midyear report revisits the top trends we named in early 2025 to see what’s shaping the market, evolving fast, or fading in the rearview mirror.

B2B social media has evolved from an awareness tool into a central part of how brands build trust, influence buying decisions, and drive business growth. AI, video, and influencer marketing are reshaping strategies and raising expectations for measurable impact.

GenAI will reach about 51% of US internet users by 2029 as growth stabilizes, with search dominating use cases and Gen Z leading adoption. Amid rising competition from Google and others, ChatGPT will maintain dominance. Brands must adapt to AI-mediated customer relationships.

AI is upending every aspect of marketing, from neuro-contextual ads that read emotions to autonomous shopping agents that make purchasing decisions. As tech giants consolidate control of the sector, six pivotal trends are reshaping advertising, search, and commerce.

Ecommerce sales of pet products are expected to rise to nearly $50 billion annually in 2029, as pet owners look for affordable and convenient methods to purchase essentials for their pets.

Social search is gaining ground. Roughly two-thirds of US consumers search on at least one social platform in ways that can influence every part of the consumer journey.

B2B marketers are under pressure to prove event ROI. B2B events are a key channel for driving engagement and building pipeline—but the pressure to prove ROI is increasing. Event participation must be strategic and aligned with clear business outcomes. This report reveals 10 data-backed best practices to help sponsors and exhibitors boost engagement, generate pipeline, and turn event participation into measurable business results.

As employment trends and economic stressors drive down life insurance products’ relative affordability, insurers must find new ways to sync up with potential customers. Product flexibility, investing in technology, and updating outreach tactics will be key.

Latin America’s ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

Tariff uncertainty, billion-dollar merger and acquisition deals, and a jump in social commerce will create new dynamics in the payments industry in H2 2025. Burgeoning tech like agentic AI and stablecoins will further shake up the space.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

GenAI is changing pharma marketing from content creation to pharmacovigilance. Brand marketers and agencies are moving from experimentation to broad adoption of AI assistance and more efficient, effective, and relevant consumer communications.

GenAI search is gaining traction, but not all consumers are seeking out the conversational experiences that will eventually disrupt the search ad market.

In this report, CMOs share how they’re transforming influencer strategies to deliver business impact—and what solution providers can do to help.

Nearly two-thirds of digital advertising spending in 2025 will be delivered on mobile devices. Tariffs may dampen spending growth but shouldn’t reduce mobile’s share of the digital advertising pie.

Retailers and brands are racing to deploy AI across the shopping journey, but trust, quality, and execution will define who wins.

Creators and marketers are using AI to streamline workflows, enhance content, and improve their strategies. Despite challenges related to AI governance, accessibility, and implementation, proliferation of the tech will ultimately benefit the creator economy.

Gen Z will be the fastest-growing group of digital buyers in 2025. In addition, they’re more willing than previous generations to switch brands. So, brands and retailers should focus on enticing them while also retaining existing customers.

China’s AI agents, such as Manus, can tackle complex tasks with minimal human intervention. That’s helping accelerate the global arms race—nearly 7 in 10 Asia-Pacific decision-makers expect AI agents to bring major disruptions to their companies within 18 months.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

AI agents are revolutionizing marketing with autonomous capabilities that go far beyond traditional automation. Organizations are implementing AI agents to boost workflow efficiency and prepare for a consumer marketplace increasingly mediated by AI.

AI agents are here, but they’ve had little effect on the consumer journey so far. That should change by the end of 2028.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.