The firm also models an alternative outcomes in which 2026 growth could fall to 1.9% if the U.S. enters a recession.
Preparing for the AI era
Scott-Dawkins said the industry is “at this cusp of the AI era,” noting that platforms that were “using machine learning a decade ago” are now investing in AI infrastructure and tools that directly support ad products.
For advertisers, she said, AI is already creating efficiencies in workflows, supply chains, and product development, which can free up incremental budget for media.
Madison & Wall’s U.S. data also points to a consolidation around AI-enabled media buying platforms, such as Meta’s Advantage+ and Google’s Performance Max, which bundle creative, optimization, and measurement in what the report describes as a “black box.”
To help clients navigate this new world, WPP Media has introduced a Future of Advertising Intelligence Framework, which scores companies across five areas: data assets, AI and technical capabilities, distribution, transaction capabilities, and content and media.
The full scoring and rubric, which includes current platforms and expected entrants like OpenAI, will be released at CES in January 2026.
