A new Omnicom Media report titled “The Future of Brand Influence” reveals that brand growth is being fundamentally reshaped by an increasingly fragmented influence ecosystem where advertising is no longer the primary driver of consumer decisions. Instead, brands must now navigate a complex mix of human voices, AI-driven recommendations, social platforms, retail environments, and emotional connection to stay relevant.
The study, based on research from Omnicom Media Intelligence, shows a dramatic shift in trust and influence:
- 71% of consumers say what people say about a brand matters more than advertising
- 45% say AI matters more than ads when shaping brand perception
- 43% say influencers matter more than advertising
- 54% trust people on social platforms more than institutions — rising to 67% among Gen Z
- Only 32% say advertising most affects their view of a brand
The report also highlights how Generative AI is accelerating the buyer journey: 70% of consumers say AI helps them become “experts” in product categories before purchasing. At the same time, attention is collapsing — with 63% reporting weak attention spans and nearly 40% saying they often don’t even notice social media ads.
Economic pressure is further straining brand loyalty. More than 30% of consumers now buy cheaper alternatives to their usual brands, while 72% believe brands care more about revenue than relationships, and 55% feel brands no longer try to connect with them emotionally.
According to report author Joanna O’Connell, this environment demands a redefinition of brand growth beyond physical and mental availability to include emotional availability — the ability for brands to form authentic connections at scale.
Omnicom’s recommendations urge brands to:
- Market emotionally to people while optimizing for machines
- Use influencers as scalable trust channels
- Invest in live and retail experiences
- Prepare for AI’s growing role through Generative Engine Optimization (GEO)
“The future of brand influence isn’t about choosing between humans and machines,” O’Connell concludes. “It’s about designing systems that serve both.”
