AI integration drives growth in enterprise software and advertising

Artificial intelligence is fundamentally reshaping commerce and enterprise software, according to recent industry reports and earnings data. In the retail sector, consumer behavior is shifting as AI-powered tools transform product discovery. Research indicates that 64 percent of consumers are using AI shopping assistants, search tools, or visual search, while brands must optimize for AI-driven results to remain competitive.

In advertising, The Trade Desk has launched Zuma, an update to its Kokai platform that utilizes agentic AI to automate campaign creation, audience expansion, and frequency optimization. The company reported that its new models can improve cost per acquisition (CPA) by an average of 32 percent. This shift toward automation is prompting marketing leaders to focus more on incrementality and data governance as AI begins to execute complex media buying tasks.

In the enterprise software space, Workday reported strong second-quarter fiscal 2027 results, with revenue growing 13 percent to $2.649 billion. The company noted that AI products accounted for more than 25 percent of all new annual contract value (ACV) closed during the period. Over 5,500 customers are currently using Workday’s internally developed AI agents, signaling a successful transition from pilot programs to production-level deployment.