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In the age of abundance, the battle of brands is no longer for attention, it is for the delegation in the AI

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Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 13/11/2026, 11:11:24 UTC.

Briefings

PHD and WARC report that consumer attention has dropped 25 points since 2015 while marketing effectiveness declined 30 points, leading to a shift where consumers delegate cognitive tasks to AI. By 2030, AI agents will handle 3.35 trillion dollars of consumption, requiring brands to operate across four modes. The study identifies that routine, low-engagement purchases are most vulnerable to AI delegation, while high-value transactions remain resistant. Key findings include a 18-point increase in content fragmentation and a 1.359-point rise in content volume over the last decade.

Key points

• PHD and WARC report that marketing effectiveness declined 30 points since 2015 while consumer attention dropped 25 points, leading to a shift where consumers delegate cognitive tasks to AI.
• By 2030, AI agents will handle 3.35 trillion dollars of consumption, requiring brands to operate across four modes and face increased content fragmentation.

Context

PHD and WARC conducted research on how the delegation of choice is transforming marketing, analyzing 15 categories across 10 markets. The study tracks changes in consumer behavior and AI adoption to understand the future of marketing in an abundance economy.

Limitations

Data covers only 2026-2030 projections and relies on preliminary estimates from 15 categories and 20 interviews. Some categories like media and refrigerants show higher AI delegation rates (up to 42%) compared to others (max 14%), indicating significant uncertainty in future spending patterns.

Generated by Bittrees-hosted qwen35-2b sha256:aaf42c8b7c3c on 13/11/2026, 11:21:51 UTC. Based on publisher-provided feed evidence; may not cover the full original article. Check the source for details.

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