The ad is now being written by the same model that reads the search
the ad is now being written by the same model that reads the search: 96 percent of major brands use ai in marketing, up from 45 percent in 2023, and u.s. ai-powered ad spend is set to hit $57 billion this year, up 63 percent. google rebuilt its ad formats for gemini search at marketing live.
the creative brief is becoming a prompt.
Context
Verified sources: Marketing Week reported on Sep 30, 2026 that 96 percent of marketers now use agentic or generative AI for marketing, up from 45 percent before, in a survey of 54 marketers across 46 brands. eMarketer reported on Apr 2, 2026 that US AI-powered ad spend will hit $57 billion in 2026, up 63 percent.
Google announced on May 20, 2026 at Marketing Live new ad formats built with Gemini for Search and AI Mode.
The $57 billion and 63 percent AI-powered ad spend and Google's Gemini ad formats match their sources. The 96 percent figure is from a survey of 54 marketers across 46 brands, so 'major brands' is broader than the sample, and the 2023 baseline year for the 45 percent was not seen.
Related work
Watch next
- Check the survey's baseline year for the 45 percent figure.
Sources
- Marketing Week, Sep 30, 2026marketingweek.com
- Business Insider, Mar 18, 2026businessinsider.com
- Search Engine Land, May 20, 2026searchengineland.com
Provenance
The note above is reproduced unedited from the original post, first published on Threads on 2 October 2026 at 04:04 IST. Sources are the papers and datasets the note draws on.
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