Agentic ad buying has officially graduated from niche curiosity to boardroom concern. In the IAB’s January 2026 Outlook Study, 40% of US ad buyers said that getting their arms around agentic ad buying and how campaigns actually get executed is one of their top worries for 2026—ranking right up there with the usual macro and measurement stress.
What’s fueling the anxiety isn’t just shiny-tech FOMO; it’s consumer behavior moving under our feet. McKinsey data cited shows 55% of US adults say AI-powered search played at least some role in helping them buy consumer electronics. That’s a loud signal that “agentic” experiences aren’t theoretical—they’re already influencing purchase paths where brands typically fight hard for consideration.
But the trust trap is real: Ipsos reports 63% of US adults say ads in AI search results would make them trust those results less. Translation: even if AI-driven journeys create new inventory and intent signals, the ad integration can backfire if it smells like pay-to-play. The practical takeaway for planners: bring this chart into strategy conversations, benchmark where your clients’ anxieties sit versus peers, and make sure “agentic buying” is on the 2026 roadmap—before consumers (and your CFO) make it your problem.
Read more at EMARKETER.