Key stat: 40% of US ad buyers say understanding agentic ad buying and campaign execution is one of their top concerns for 2026, according to a January survey from the IAB.

Beyond the chart:

• The concern reflects a real shift already underway in consumer behavior. Some 55% of US adults say AI-powered search partly, mainly, or exclusively helped them make a purchase in consumer electronics, per McKinsey.
• Meanwhile, the consumer side is already pushing back. Some 63% of US adults say ads in AI search results would make them trust those results less, per Ipsos.

Use this chart: Drop this in your next media planning or agency strategy meeting to show where AI buying anxiety sits relative to macro and measurement concerns. Use the ranked list to benchmark your clients' worry list against the field, and make the case for why agentic buying belongs on your 2026 roadmap.

Related EMARKETER reports:

• Content Marketing 2026 (EMARKETER subscription required)
• How CMOs Are Overcoming AI Fatigue to Rebuild Trust (EMARKETER subscription required)

Methodology: Data is from the January 2026 Interactive Advertising Bureau (IAB) "2026 Outlook Study." 205 US ad buyers at agencies (53%), brands (44%), and other (3%) were surveyed between November 24, 2025 and January 16, 2026. Respondents held the positions of C-level, president, executive vice president, senior vice president, vice president, director, manager, and below.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.