Ad Spend Outlook Jumps as AI Acceleration Offsets Tariff Pressure

Published on December 11, 2025

Global ad spending is now expected to grow 8.8% in 2025 to $1.14 trillion, a significant revision upward as WPP Media says tariff impacts have been milder than feared and AI is generating new marketing efficiencies. 

IMAGE SOURCE: WSJ

WPP Media noted that marketers absorbed or avoided much of the tariff burden through early imports and inventory management, helping maintain demand across key markets. At the same time, rapid AI adoption is freeing up budgets by streamlining workflows and accelerating product development, with some of those savings flowing directly back into media investment.

The forecast also highlights the sector reshaping the global mix: retail media is set to surpass television ad revenue for the first time, reaching $174.2 billion next year. While WPP expects some delayed tariff effects to surface in 2026, it says sustained AI investment and resilient consumer spending will continue to support growth.

Full story: WSJ

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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