Marketers use AI search fears to argue for bigger budgets

Digiday reports that CMOs are using AI search concerns to push for more upper-funnel spend rather than retreating into GEO tactics. State Farm's head of marketing Alyson Griffin said AI-induced shifts in consumer behavior make brand work "more important, not less," and the IAB revised 2026 U.S. ad spend growth up from 9.5% to 12.3%, partly on AI search performance, with 44% of buyers calling adapting to changing search habits their top investment challenge. (Digiday)