AI in marketing procurement: what are the emerging trends?

This is according to a recent benchmark survey of marketing procurement leaders conducted by WFA, as the third in a series in this fast moving area (December 2024, August 2025, December 2025). While the majority lack KPIs, almost 70% do have frameworks to guide the use of AI/GenAI in marketing procurement.

The survey sought to identify general industry trends regarding the adoption and use of AI and GenAI in marketing procurement within the advertising sector. Overall it found a continuing positive view of AI use in marketing procurement.

Other key findings in the benchmark include:

• A growing number of leaders worry AI could replace their roles – despite no reported reductions in team size.
• 7 in 10 report that AI/GenAI has changed their conversations with agencies, with discussions around productivity becoming increasingly common.
• 34% have begun adapting their agency remuneration models, with a further 57% planning to do so.

The wider survey unpacks perceptions of use, the expected and realised impacts, use case examples, and further detail on the shifting relationship with agencies.

WFA members can access the full set of results through this link.