AI-powered agents are projected to drive $3.35 trillion in global consumer spending by 2030. The U.S., China, and U.K. will lead this growth. Marketers are urged to balance AI investment with human-focused strategies.
Media and publishing professionals tracking the intersection of AI and consumer behavior have new figures to consider. According to research from Omnicom's PHD and WARC, spending facilitated by AI agents is expected to reach $3.35 trillion globally by 2030. This would represent about 3.8% of all consumer spending, a significant jump from the estimated $944 billion, or 1.3%, projected for this year.
The report identifies ten markets that will account for nearly 68% of this agent-driven spending by 2030. The United States is forecast to lead, with $1.1 trillion in spending-31.9% of the global total. China is projected to contribute $505 billion, or 15.1%, while the United Kingdom is expected to reach $131.2 billion, representing 3.9% of the total.
PHD and WARC's analysis includes case studies and insights from senior marketers on how brands should adapt. Lucinda Barlow, international CMO at Uber, emphasized that while investment in AI and agents is rising, brands must not neglect human-focused marketing. She noted that agents will increasingly influence consumer behavior, but people still value their own decision-making, and brands should avoid optimizing solely for machines.
For those interested in how AI is shaping brand reputation and information accuracy, a recent report on Profound’s FactCheck tool explores how brands are addressing AI-generated misinformation in search results. Read more in this analysis of FactCheck’s impact on brand management.
The full PHD and WARC report is available for download, offering further data and recommendations for marketers navigating the rise of agentic consumer spending.
