麦肯锡：2026年代理广告经济：从关注到行动（英文版）

2. AI agents are increasingly helping to drive decision-making Two distinct shifts are underway on either side of the ad transaction. On the advertiser side, more than 90 percent of advertisers state they use AI to plan media, set budgets, optimize targeting, and generate creative.7 On the consumer side, AI is increasingly mediating the purchase itself: Shopping agents and AI assistants rank products, compare alternatives, and in some cases complete transactions on the user’s behalf. In sele