In this special December episode, Jeremy and Emily look back at the most important paid media and AI trends of 2025 and share predictions for where digital advertising is headed in 2026.

Top takeaways

2025 Paid Media & AI Trends

AI and automation became the default

• AI-driven campaign types and optimizations are now standard across platforms.
• Advertisers increasingly need to opt out, rather than opt in, to automation.
• The strongest teams are using AI as a productivity multiplier, not a replacement.

Generative creative moved into ad platforms

• Platforms now auto-generate images, videos, backgrounds, and formats.
• Creative diversity and speed matter more than perfect one-off assets.
• Quality has improved significantly, but human oversight is still critical.

Ads entered AI-driven search experiences

• Google began surfacing ads inside AI-powered search results and AI Mode.
• Adoption is still early, but signals a major shift in how search ads appear.
• Advertisers should prepare for new placements and evolving click behavior.

Measurement evolved beyond last click

• Incrementality became a major focus in 2025.
• Meta introduced incremental conversion reporting and attribution views.
• Platforms are acknowledging that not all conversions are truly incremental.

AI assistants became mainstream

• AI tools are now widely accepted in meetings, workflows, and platforms.
• Note-taking, reporting, and analysis have become faster and more efficient.
• Ad platforms are embedding AI assistants to guide optimization and insights.

2026 Predictions

Ads inside AI assistants are coming

• ChatGPT and Gemini are expected to introduce ads as they become more mainstream.
• Relevance and restraint will determine user acceptance.

More automation, personalization, and conversational commerce

• Shopping will shift from keyword-based searches to intent-driven conversations.
• Brands will increasingly interact with customers through AI chat experiences.

Short-form video continues to dominate

• Vertical video remains the priority across platforms.
• Creative should be built mobile-first, then adapted to other formats.

CTV and brand-led advertising keep growing

• Top-of-funnel investment continues to rise.
• Brand building remains essential for sustainable performance growth.

Follow The Click Brief for fast, no-fluff performance marketing updates.

Visit The Click Brief blog for more in-depth analysis and updates from December

.