eCommerce/Retail
Advertising Future Shaped by GenAI and Expanding Competition
The advertising industry is undergoing a major transformation as Generative AI reshapes creative processes, campaign execution, and audience targeting. Market dynamics are shifting, with total online ad spend projected to grow significantly and new entrants gaining share against dominant players like Alphabet, Amazon, and Meta. Emerging platforms such as TikTok, Snap, and Spotify are attracting advertiser budgets, while Canadian ad tech firms, including EQ Works, Nextech3D.ai, Adcore, and Zoomd Technologies, are positioned to benefit from the evolving landscape. Agencies face disruption but remain relevant for strategic and brand-focused roles in a hybrid, AI-assisted future. [more]