A new future gazing report from WPP Media, "Advertising in 2030" reveals that while AI's influence will be profound, many anticipated revolutionary shifts may take longer to materialise or simply will not happen as predicted.

Based on insights from more than 60 industry experts, the report highlights a future where advertising remains a critical economic pillar, adapting to technological advancements rather than being fundamentally reshaped by them.

One of the key findings is the increased confidence in generative AI as a creative tool. Consensus from experts is that by 2030, companies will rely on AI to produce the majority of creative content, including music, TV, movies, and art, representing a significant shift from 2020 predictions, with AI expected to be deeply integrated into creative workflows for efficiency and augmentation, particularly for high-volume or less complex content.

It states however that human creativity, ideation, and oversight will remain crucial for high-quality, original, or emotionally resonant work, with the origination of a piece still largely human-driven.

Conversely, the metaverse's anticipated pervasive role has waned, says the report. While virtual forms of communication are prevalent in the workplace, consumer adoption of VR and AR technology is noted to have been slower than expected.

Experts have largely dismissed the notion that AR glasses, VR headsets, and smart earbuds will outsell smartphones and smartwatches by 2030, citing persistent challenges with cost, comfort, social acceptance, and a lack of compelling use cases beyond niche applications. Smartphones are seen as too dominant and versatile to be easily displaced.

In 2020, it was widely believed that environmental impact would be as important as price. However, the latest survey reveals a strong consensus that this is unlikely by 2030. Price sensitivity, economic pressures, and convenience are expected to continue dominating consumer choices, with sustainability often viewed as a "nice-to-have" that consumers trade away when costs are a factor. This shift is attributed to cultural realignments, increasing price sensitivity, and growing wariness of greenwashing accusations.

The report also delves into the evolving landscape of data and privacy. While biometric data is expected to be widely used for access, personalization, and security, experts agree that a single global approach to consumer privacy and identity is highly unlikely.

Geopolitical fragmentation, differing cultural attitudes, and the slow pace of legislative agreement will continue to foster regional regulatory differences. Personalization, driven by AI, will continue to advance, leveraging historical data and chosen settings. It says the use of sensitive genetic and medical data will face significant hurdles due to privacy regulations and consumer resistance.

Regarding AI and autonomy, the report suggests a future of bot-to-bot interaction, but not a world overrun by humanoid robots or AI personae dominating social media. While a majority of experts believe that most brand-to-consumer interaction will be bot-to-bot by 2030, they also overwhelmingly deem it highly unlikely that more than 5% of households globally will have humanoid robots. High costs, lack of proven demand, and technological complexity are cited as major barriers. Similarly, the idea of AI-generated personae overtaking real users on social media platforms is largely dismissed, with human connection remaining central to social media's appeal.

In terms of media and platform evolution, the report indicates that today's leading internet-based service providers and social media companies are expected to remain largely intact as consolidated entities. Despite the emergence of new AI players, experts are not convinced that the current leaders will be toppled within the next five years, citing their strong market positions, network effects, and resources.

Ultimately, the "Advertising in 2030" report paints a picture of an industry in continuous evolution, heavily influenced by AI, but one where human elements, economic realities, and regulatory complexities continue to shape its trajectory. Advertising, the report concludes, will remain a vital component of the economy, extending beyond traditional media to encompass retail, transit, and other emerging sectors.

IKEA AU & NZ Head of Marketing Kirsten Hasler said, "Even with more ways to opt out of marketing messages, I don't believe we'll reach a point where advertising can be completely eliminated from daily life. Advertising is deeply woven into our environments, both digital and physical, and when done effectively, it doesn't just reflect culture, it helps build community and connection."

CommBank Australia GM Marketing Pat Crowley added, "Privacy will be a large blocker of use of biometrics in marketing. Consent will be mandatory."