New research published by Omnicom's PHD and WARC projects consumer spending facilitated by AI agents will reach $3.35 trillion by 2030. 

That would be about 3.8% of global consumer spending, up from the estimated 1.3% in agent-facilitated spending expected this year (about $944 billion). 

According to the research, 10 markets will account for nearly 68% of the consumer-agentic spending in 2030.   

The top three markets for agentic AI consumer spending in 2030 will be the U.S., China and the U.K. 

US spending is estimated to reach $1.1 trillion in four years or 31.9% of the global total. China will drive about $505 billion or 15.1% of the total and the UK will capture 3.9% of the total ($131.2 billion). 

The report offers several case studies as well as input from PHD and senior marketers on how they believe marketing needs to evolve to engage successfully with the growing consumer-agentic spending trend.  

“If you increase investment in AI and agents, do not sacrifice human-focused marketing,’ states Lucinda Barlow, international CMO at Uber. “Do not forget about brand or human audiences. They are fundamentally different, and both must be addressed. Agents will begin to influence human behavior, but people still value their own decision-making. Brands should not over-optimize for machines at the expense of humans." 

You can access the full report here, but consumer category-specific projections pasted below.