PHD

Consumers won’t disappear from the buying journey. They’ll redefine it. As agentic AI evolves, more everyday decisions will be delegated to AI, but the impact will not be felt equally across every category. Our new research with WARC shows that categories built around frequent, repeatable purchasing behaviors are likely to feel this shift first.     The key question for brands is no longer just how to drive repeat purchase; it’s how to become the brand consumers are comfortable making the default. So which categories are most exposed to this shift? Swipe to see five categories where agentic AI could have the greatest impact, and what that means for loyalty, preference, and choice. Read the full report, ‘From Abundance to Agents: How the Delegation of Choice Is Transforming Marketing’: https://lnkd.in/eAQtt4Yh #PHDIntelligenceConnected #WARC #AbundancetoAgents #ThoughtLeadership

PHD UK has earned another industry accolade, with Kleenex x Mr Doodle: Turning Media into Accessible Art winning Best International Campaign at the ADWEEK Media Plan of the Year Awards 2026.   Created to make art more accessible, the work transformed media placements into artworks in their own right, supporting the launch of the limited-edition Kleenex x Mr Doodle tissue boxes and extending creativity beyond the product itself.   Congratulations to the teams at PHD UK, Arbex, Talon, Grand Visual, and all partners whose collaboration brought this idea to life.   Read more about the win here: https://lnkd.in/e74z3Qcx   #PHDIntelligenceConnected #OutthinkOutpaceOutgrow #MediaPlanOfTheYear 

The first industries transformed by agentic commerce will have something in common: journeys that are repetitive, searchable, and measurable. Our new global research with WARC identifies the categories already leading the shift towards machine-mediated transactions. Telecoms and utilities: AI-facilitated spending is projected to grow 611.9% to $410.3 billion by 2030, as agents compare plans, optimize pricing, and manage switching. Travel and transport: Already the largest AI-facilitated category at $78.1 billion, it is projected to reach $275.6 billion by 2030 as AI streamlines discovery, planning and booking. Financial services: AI-facilitated spending is expected to reach $237.9 billion by 2030, with agents helping consumers assess eligibility, compare products, and shortlist suitable options. Even as more of the journey becomes automated, consumers will continue to define the goals, preferences, and boundaries within which AI operates. The brands best placed to succeed will be those that are memorable to people and legible to machines. Download ‘From Abundance to Agents’ and explore what this shift means for your category: https://lnkd.in/eAQtt4Yh #PHDIntelligenceConnected #WARC #AbundancetoAgents #ThoughtLeadership #AgenttoAgent

In some sectors, AI agents will increasingly manage the full customer journey, from discovery to transaction. In others, brands, communities, and creators will continue to play a greater role in building preference and shaping choice.   That's why PHD developed the Four Modes Framework: Brand → Consumer  Consumer → Consumer  Agent → Consumer  Agent → Agent Featured in our new global research with WARC, the framework helps marketers understand where their category sits today, how it could evolve by 2030 and where their strategy may need to adapt to remain influential in an AI-mediated world. Explore From Abundance to Agents: How the Delegation of Choice Is Transforming Marketing and discover where your category could move next: https://lnkd.in/eAQtt4Yh #PHDIntelligenceConnected #WARC #AbundancetoAgents #ThoughtLeadership 

PHD has retained and expanded its media AOR remit with Uber. Since first being appointed in 2023, PHD has partnered with Uber on audience-first media strategies, data-driven planning, and activation designed to drive business outcomes across mobility and delivery. Under the renewed agreement, PHD continues to lead media across North America, EMEA, and LATAM, now with an expanded remit in Brazil, building on the sports marketing remit Uber added in May. Congratulations to everyone who made this happen. This milestone reflects the strategic thinking, collaboration, and commitment our teams bring every day, and the trust Uber continues to place in us as we grow together. Read more on this win: https://lnkd.in/evbyRKQH #PHDIntelligenceConnected #Uber #OuthinkOutpaceOutgrow

As consumer-facing AI becomes mainstream, one question matters more than ever: what exactly is agentic AI, and what does it mean for brands? In our new global research with WARC, ‘From Abundance to Agents: How the Delegation of Choice is Transforming Marketing’, we define three terms every marketer should understand: agentic AI, AI-facilitated transaction, and agentic transaction. These distinctions matter because AI is already influencing how consumers discover, evaluate, and buy, and its role will continue to grow across categories. As more decisions are delegated, consumers will set the parameters while AI increasingly acts within them. Understanding these new modes of decision-making is the first step towards building brands that are memorable to people and legible to machines. Explore the definitions and what they mean for each category: https://lnkd.in/eAQtt4Yh #PHDIntelligenceConnected #WARC #AbundancetoAgents #ThoughtLeadership

The brands of tomorrow will need to influence more than people. They will also need to influence the machines acting on their behalf. As AI agents move from supporting consumer decisions to increasingly shaping them, the path to purchase is changing. Success will not come from choosing between human meaning and machine logic. Brands will need to do both: Be memorable and distinctive to people. Be structured, legible, and discoverable to AI. PHD’s new global research with WARC, ‘From Abundance to Agents: How the Delegation of Choice is Transforming Marketing’, examines how this shift will affect different industries and the capabilities marketers need to build now. The brands best placed to succeed will be those that can create meaning for people and relevance for machines. Discover how the rules of brand influence are changing, and what marketers should do in response: https://lnkd.in/eAQtt4Yh

AI isn't just changing how consumers search. It's changing how they choose.   By 2030, AI agents are projected to facilitate $3.35 trillion in global consumer spending, reshaping how brands are discovered, evaluated, and chosen.   Today, PHD and WARC launch, 'From Abundance to Agents: How the Delegation of Choice is Transforming Marketing', new global research exploring how agentic AI will transform consumer decision-making across markets and categories. The research points to a defining challenge for marketers:   If the role of a brand is to signal quality and influence human choice, what happens when a machine is making that choice?   Read the full report to explore the scale of the shift and what marketers should do in response: https://lnkd.in/eAQtt4Yh