Digiday·2026-04-20
Digiday+ Research: Agencies punt budget growth expectations to 2027 — while AI worries intensify
Between the war in the Middle East’s potential impact on ad spending and the rapid integration of AI tools across workflows, agencies have a lot on their minds in 2026. Overall, agencies’ top concerns this year are client spending and the effects of AI. Thirty-eight percent of agency professionals anticipated that the biggest challenge the agency industry will face in 2026 is reduced client budget
中东战争对广告支出的潜在影响，以及AI工具在工作流程中的快速整合，让代理机构在2026年面临诸多考量。总体而言，代理机构今年最关注的问题是客户支出和AI的影响。38%的代理机构专业人士预计，2026年代理行业面临的最大挑战将是客户预算的削减。