What course will the advertising industry take in the next five years? With that question as a starting point, WPP Media (formerly Groupm) has prepared the third edition of its prospective report “Advertising in 2030”, a collective exercise of prospecting in which 62 experts in the sector have evaluated the probability that 20 different scenarios are met. Among them, the domain of artificial intelligence, the setback of privacy or the rise of extreme customization.

One of the most resounding conclusions of the study is that advertising will not only survive technological disruption, but will continue to be a key pillar of the global economy. They claim not only in relation to traditional media, but also with sectors such as trade, transport or entertainment, which are increasingly integrating advertising spaces into their operations.

AI takes control of the creative process

The use of artificial intelligence to produce most of the creative content – including music, television, cinema and art – is considered probable by 71% of experts and highly probable by 29%. It is the most significant change with respect to the previous report, published in 2020. IA will be integrated into the workflows to increase efficiency and lower costs, especially in large -volume or low complexity advertising content.

However, experts clarify that the human component will remain essential in ideation and supervision, especially to achieve emotional impact and originality. In the words of Norm Johnston (News Corp), “Conception will be mostly human, although with provocations of AI; but production will fall on automated tools.”

The adoption of AI is also conditioned by legal and regulatory aspects still to be resolved, especially around copyright and attribution of intellectual property.

Radical customization, but with limits

Personalization based on historical data, preferences and biometry will be an extended reality in 2030. 82% of experts consider the biometry to be standardized and use regularly to access, customize or ensure services and experiences. From unlocking a phone to receiving ads adjusted to heart rate, the spectrum is wide.

Of course, the adoption of sensitive data such as genetics or medical information faces regulatory, ethical and cultural barriers. Although 61% consider this level of customization, consumer resistance and global legislative fragmentation will stop a uniform adoption.

Privacy will be a breach breached

The possibility that the world reaches a unique regulatory framework on privacy and data protection is strongly rejected: 76% of respondents consider it highly unlikely. Geopolitical, cultural and commercial differences make any international consensus difficult.

In parallel, it is assumed that governments and companies will have mass access to data on identity, behavior and thought of people. 55% see it as probable, and 21% as very likely. Even so, experts warn that the volume of data does not always translate into real understanding or control.

Ubiquitous advertising, impossible to avoid

Although platforms without ads and blockers were seen for years as a threat, today 58% believe that eliminating advertising exposure is practically impossible. Advertising is integrated into digital and physical environments, and its presence is expected to increase with the proliferation of influencers, live events and out-fac-children formats enhanced by AI.

For Scott Wells (Clear Channel), AI will make advertising more endemic: not as an interruption, but as part of the content. Kirsten Hasler (Ikea) goes further: “Advertising not only reflects culture, helps build community and connection.”

Physical reality resists

The most skeptical predictions are reserved for the idea that consumers will spend more time in virtual worlds than in the physicist. 63% consider it unlikely, even including social networks, video calls and video games. The lack of mass adoption of virtual and augmented reality technologies, as well as partial return to physical offices, maintain this vision.

Nor is devices such as AR GLASS or smart headphones expected to move to smartphones. In fact, it is the only scenario in which no expert considers “highly probable” a change.

Sustainability and business models

In 2020 it was thought that sustainability would be as important as the price for the consumer. Today, this expectation has changed: 74% consider unlikely that the environmental impact has both weight and cost in purchasing decisions. Ecological sensitivity remains present, but inflation and limited access to sustainable products stop their priority.

On the other hand, micropagues as an alternative to subscription or advertising continue to generate doubts. 68% see them as unusable due to technical and psychological friction. Although they could be facilitated by agreements between editors and generative chatbots, they remain a marginal solution.

The WPP Media report does not offer absolute certainties, but it does draw a plausible panorama: in 2030, advertising will continue to be an essential component of the economy and an innovation engine. It will be marked by the integration of AI, hyperpersonalization, and an unstable balance between convenience, ethics and privacy.
Despite uncertainty, it does not seem that the advertising industry is directed towards obsolescence, but towards an accelerated transformation that will require both artificial intelligence and human intelligence.

More info.: WPP Media – Advertising in 2030