“People, AI, & Influencers are marketing’s power trio, ads play a supporting role: Study”

A new report from Omnicom highlights a fundamental shift in consumer decision-making and what truly drives influence. The “Future of Brand Influence” study, released Tuesday, shows that influence has moved decisively beyond traditional advertising, consolidating around three primary forces: people, Artificial Intelligence (AI), and influencers.

Conducted in October 2025 among 1,000 U.S. adults via Omnicom’s proprietary research panel, the study quantifies a long-observed truth: humans remain at the top of the influence hierarchy, but technology and creator ecosystems are rapidly emerging as equally powerful drivers of cultural and commercial persuasion.

“Consumers report that a brand’s advertising carries less weight than input from other sources—peers, AI, and influencers,” the study notes. Nearly three-quarters (71%) of respondents said what people say about a brand matters more than advertising, while 45% cited AI and 43% cited influencers as more influential than traditional ads in shaping opinions and decisions.

People: Expanding Influence

Historically, family, friends, trusted peers, and experts have exerted the strongest influence over consumer choices. Omnicom’s research confirms this but highlights a shift: “people influence” now increasingly includes human-like AI input and content from influential creators. Trust-driven human interactions remain central, yet they coexist with non-human guidance in ways consumers now accept as natural. The traditional hierarchy of influence is evolving into a complex ecosystem.

AI: A Trusted Decision Partner

AI has moved from a marketing tool to a direct participant in consumer decision-making. Recommendations, virtual assistants, and AI-powered agents are now embedded across shopping, content selection, and everyday choices. Consumers increasingly rely on AI not just for guidance but to actively drive decisions—marking a shift from novelty to functional dependence.

Influencers: Hybrid Cultural Agents

The study identifies influencers as a distinct pillar of influence. Today’s influencers operate as hybrid cultural agents: part human voice, part media channel, often augmented by AI for content creation and amplification. Their strength lies in both credibility and scale, enabling precise, high-frequency engagement with highly responsive audiences.

Advertising: Supporting, Not Leading

Traditional advertising no longer dominates the influence chain. Instead, it reinforces and amplifies the momentum initiated by people, AI, and influencers. While ads remain important, consumer tools like ad blockers, ad-free subscriptions, and privacy controls limit their reach. In 2024, Censuswide reported that 52% of adults used ad blockers, with eMarketer citing 37% of U.S. smartphone users doing the same.

Omnicom’s analysis frames today’s marketplace as a stage of microphones: consumers hold powerful ones, AI assistants gain prominence, influencers command spotlight microphones, and brands contribute as part of the chorus—still significant, but no longer the dominant voice.

Implications for Marketers

Marketers must rethink influence as an ecosystem rather than simple message distribution. Success now depends on credibility, trust, and authority rather than reach and impressions. AI should be treated as a channel shaping perception and decisions. Influencer programs must evolve into structured, data-driven “influence engineering,” where networks, narratives, and trust flows are intentionally designed.

In this influence-first world, advertising must integrate within a broader ecosystem where brand voice, third-party advocacy, community validation, cultural relevance, and AI-driven interaction work together to shift behavior. These changes redefine how brands earn attention, build persuasion, and create lasting competitive advantage.