• by Laurie Sullivan , Staff Writer, 7 hours ago

WPP Media officially published its Advertising in 2030 report on Tuesday. The company had previewed parts of the report in June.

The updated version highlights how industry experts see the future of media, technology, and commerce.

The report builds its research into predictions for advertising in 2030, and is based on interviews with more than 60 industry experts across media, marketing, technology and publishing.

While participants are still optimistic about the world in 2030 compared with 2020, optimism has tempered. Experts see 2030 as a future where technological integration -- particularly biometrics and generative AI (GAI) assistance -- continues to advance.

One of the most “striking” changes since 2020 -- when the study first ran -- is the increased confidence in how advertising can use GAI creative tools, and the decline of expectations for the adoption of virtual reality (VR).

One of the biggest challenges is that consumers have yet to fully embrace VR and augmented reality (AR) technology, as well as the metaverse.

Advertising will continue to use biometric data, which has been standardized and commoditized and now is widely used to access, personalize, and/or secure data and services. Some 51 out of 62 experts (or 82.3% of those participating in the study) view this scenario as likely by 2030, with 43.5% considering it highly likely.

Respondents pointed out that biometric data is already used in phones, banking and travel, and that convenience and security are likely to continue the trend.

The importance of sustainability to consumers also has changed. In 2020, experts were “extremely confident about the impact of the environment on purchase decisions, predicting that consumers would consider it on par with price.”

Findings suggest the world will be about “bot-to-bot marketing and more personalization. One in which the carving up of regionally or ideologically aligned blocs permeates regulatory affairs and we move farther away from a single, global approach to consumer privacy and identity. And one where they are a little more skeptical of permanent shifts in consumer behavior, particularly when it comes to prioritizing ideals over price.”

The report refers to bots, but it seems more like agentic technology, where GAI enables the ability to carry out tasks for consumers. 

The future affects publishers in terms of the creation and consumption of news. Some 62.9% of respondents predict that news will come from individual creators or citizen journalists and AI-generated bots, although many are not thrilled by the prospect.

Subscriptions were also highlighted, with 66.1% of experts saying they believe they are a given for digital services and media. However, many are skeptical about whether this will extend to "most" products, particularly physical goods.

There are so many fascinating predictions in this report that I can’t possibly highlight them all, but many -- especially those related to AI -- have begun to appear in other studies, including one from Canva, a creative design platform and software tools company, that was conducted by The Harris Poll from May 9-May 25, 2025.

Canva’s study notes that creators seek tools to overcome creative barriers, and many Gen Z and creative business leaders believe generative AI (GAI) can provide this support.

The study found that 41% want the freedom to experiment with GAI visual tools, while 34% want tools that automatically apply brand guidelines and 36% want tools that provide hands-on training for visual communication.

What makes the findings from this study so interesting is that they follow conclusions made by Nero Insights that 90% of decisions -- including the agreement to make a purchase -- occur in the subconscious long before the time of conscious awareness.

The study frequently cites Nero Insights. Scientists for the global neuromarketing and neuroanalytics company use brain-imaging technology to measure how the human brain responds to communications such as visuals. It confirms Canva’s findings from its own study on how information and visuals interact with human minds.

Participants in Canva’s study included 1,230 creative business leaders and 1,245 Gen Z professionals, including 63 web professionals that evaluated PowerPoints, bulletins, and emails.

The study measured subconscious brain activity using a technology called Steady State Topography.