MAM
AI-enabled advertising to be $1.3 trillion business by 2032: GroupM report
Mumbai: AI-enabled marketing already accounts for nearly half of all advertising revenue, that is more than $300 billion of global advertising revenue. And its growth is only set to project upwards. By 2032, AI-enabled advertising could account for $1.3 trillion in advertising revenue, more than 90 per cent of the total, according to a forecast from GroupM. The global media investment company has released a new study titled ‘The Next 10: Artificial Intelligence’ examining how the media landscape and consumer behaviour will shift over the coming decade.
The forecast shows that as channels like TV, audio and outdoor become more digital, addressable and programmatic by the year 2032, AI-enabled advertising will represent more than 90 per cent of all advertising. Consumers will expect marketing messages that are relevant, personalised, and non-interruptive, greatly simplifying their daily decision-making- all in a privacy-first way.
The report also revealed some major implications including the declining reach of linear TV and less tolerance of irrelevant, interruptive ad pods.
It also noted the growth of audio-first devices with digital assistants (i.e. earbuds and smart home speakers) means that voice search will overtake text-based search.
An additional implication is that data will most often be managed on-device and will be increasingly unclear or anonymised by AI and privacy services.
Other takeaways across a few key categories from the report:
Advances in AI and these evolving media channels could result in marketers increasingly tying together products, consumer experiences and advertising experiences:
o Automotive: The use of generative AI and digital twins will enable greater personalisation of advertising in the sector—i.e.
a custom color model shown driving in the buyer’s own city.
o CPG (consumer packaged goods): Machine learning paired with genomic sequencing will make personalised nutrition and personal care products increasingly possible.
o Apparel: Computer vision, machine learning algorithms and generative AI could disrupt the apparel and retail industry by creating a vast gray market of copycat goods or user generated designs competing for image searches.
o Entertainment: Personalised storytelling could become a reality as ads and IP are customised based on audience data and/or selections.
The Next 10 also raises ethical and responsible AI questions such as:
· How do we protect at-risk users and all consumers from AI that exploits dark patterns or behavioural “hacks”?
· What are the ways we can protect against the weaponisation of AI in advertising tools and platforms used to amplify misinformation, deep fakes, fraud, and abuse?
· What is our level of comfort for what remains hidden in the black box of machine learning?
· Should people be notified when they’re speaking or chatting with an AI chatbot and not a human?
· How do we build safety and accountability into algorithmic incentives?
· How should disclosures about the use of AI in advertising work?
“AI is already here, and it’s not slowing down. The human effort can best be applied imagining what we want the future to look like, designing the right goals and guardrails, and learning to put AI to use in service of those,” the GroupM report further said.
Apple rarely announces minor updates with much fanfare, and iOS 26.4 is no exception. No dramatic redesigns, no flashy keynote moments. What it delivers instead is a focused set of improvements that sharpen the experience you already have. If that sounds underwhelming, spend a week with it. You will change your mind.
Apple Music Learns to Listen Better
The biggest shift in this update lives inside Apple Music. Apple has brought AI-powered playlist generation to the app, and it works on mood rather than genre. Type something like “rainy evening at home” or “running late on a Monday,” and it builds a playlist that actually fits. This is not algorithmic guesswork dressed up in new clothing. It genuinely reads the intent behind vague descriptions and responds well.
Alongside this, a new concerts feature scans your listening history and surfaces live events happening near you. It is a smart bridge between your digital music habits and real-world experiences. Apple is quietly making the case that a music app should do more than just play songs.
Shazam also gets a meaningful upgrade. It can now identify songs without an internet connection. This might sound like a minor convenience, but anyone who has tried to Shazam something at a crowded venue with patchy signal will tell you it is anything but minor. The feature works locally on-device, which also means it is faster.
CarPlay Gets Smarter Controls
CarPlay has been updated with deeper integration for intelligent voice assistants. The goal is to reduce how often drivers need to look at a screen or tap anything at all. You speak, things happen. It is a clear step toward making the driving experience safer without stripping away functionality. The integration feels natural rather than bolted on, which is a harder thing to achieve than it sounds.
The Fixes You Feel Every Day
This is where iOS 26.4 earns its keep. Keyboard responsiveness has been improved, and the difference is noticeable immediately. Typing feels more accurate and less combative. Accessibility features have been refined across the board, with better contrast options and adjusted spacing that makes the interface easier to read without forcing you into larger text sizes.
The Health app has also been updated. It now surfaces more actionable insights from your daily data rather than just displaying numbers. If your sleep patterns have shifted or your activity levels have changed, the app now contextualises that clearly instead of leaving you to interpret raw figures on your own.
These are the kinds of changes that do not photograph well for a press release. They also happen to be the ones that make your phone feel genuinely better to use.
A Few Other Additions
New emojis have been added in this update. They will find their way into your conversations faster than you expect. Family Sharing has also been updated, with more granular control over shared payments and subscriptions. If you share an Apple account with family members, this puts clearer limits on who can spend what, which has been a long-requested fix.
What This Update Actually Represents
iOS 26.4 is Apple doing what it does best when it is not trying to make headlines. Every addition here serves a clear purpose. The AI music features are genuinely useful. The CarPlay improvements address a real safety concern. The small UI fixes accumulate into a noticeably smoother daily experience.
There is no bloat. Nothing feels experimental or half-finished. That discipline is harder to maintain than it looks, especially as operating systems grow more complex with each passing year.
If you have been holding off on updating, this is the one worth installing.
