Marketing industry faces brand drift and AI-driven fragmentation

Marketing and branding sectors are facing significant shifts due to technological fragmentation and the rise of artificial intelligence. Research from Gartner indicates that 84 percent of companies are caught in a “brand doom loop,” a cycle where underinvestment in brand measurement leads to reduced confidence and further investment cuts. Companies in this cycle are only half as likely to exceed growth targets.

To combat media fragmentation and the emergence of AI agents, Omnicom Media is leveraging its Omni platform to move from reactive measurement to predictive decision-making. The platform utilizes Acxiom’s Real ID, which covers 2.6 billion verified global identities, to provide a connective tissue across various digital touchpoints. This approach aims to integrate trillions of signals with significant annual buying power to ensure brand relevance in an environment where AI increasingly acts as an intermediary between businesses and consumers.