More than 70 percent of global advertising spend and 80 percent of US ad spend will flow through AI-driven self-service platforms by 2028, according to Gartner. The research firm said artificial intelligence is now embedded in how media is bought, priced, and delivered - not just in how ad content is generated.
Advertising platforms are using AI to determine which ads are shown, which audiences are targeted, and how campaigns are priced. Marketers and agencies increasingly manage campaigns through platform interfaces and APIs, with AI expected to take on more control over delivery, audience selection, and pricing decisions over time.
What Gartner's forecast means for advertisers
Eric Schmitt, Vice President Analyst at Gartner Marketing, cautioned that AI's growing influence does not guarantee lower costs for advertisers.
"AI is not merely helping marketers execute campaigns faster. Advertising platforms are using it to exert greater influence over how marketers reach their audiences, what they pay, and the outcomes they achieve," Schmitt said.
"AI was expected to make advertising more efficient, but improved platform economics do not necessarily translate into lower costs for the advertiser. CMOs need independent evidence that they're getting the returns they expect."
For marketing professionals, the shift means that AI for marketing is becoming a fundamental part of media buying, not just a creative tool. The platforms that dominate ad spend will use AI to set prices and target audiences, making it harder for marketers to know whether they are paying a fair price for results.
Gartner's recommendations for marketing leaders
Gartner recommends that chief marketing officers prioritize the platforms most important to their business while maintaining a broader portfolio to extend reach and test performance. The firm also advises directing more investment toward platforms that support transparency and independent measurement, enabling marketers to compare performance across channels.
"The more influence AI has over advertising decisions, the more important independent measurement becomes," Schmitt said. "CMOs need confidence that platform performance reflects real business impact, not just platform-reported results."
For those in marketing roles, Gartner's projections reinforce the value of understanding how AI systems evaluate audiences and set pricing. The ability to question platform-reported outcomes and demand third-party verification will become a core skill for AI in marketing leadership as automation deepens.
Why this matters for marketing professionals
By 2028, most ad spend will be managed through platforms where AI makes pricing and targeting decisions. The risk for marketers is paying for inflated results the platform itself reports. The takeaway: build skills in independent measurement and platform auditing, and prioritize partners that allow you to verify performance against real business outcomes.
Your membership also unlocks:
