Is your channel mix resilient in an AI-disrupted world?

The article discusses how AI is fundamentally altering consumer behavior and advertising effectiveness.
Key points include: 80% of Google searches now end without clicks due to AI overviews, and nearly half of consumers are comfortable using AI for product research.
This has led to a disruption in traditional digital advertising channels.
Global ad spend is divided into disrupted supply (35%)—including search, display, and affiliate marketing—where costs are rising and performance is declining, and stable supply (65%)—including social media, in-app ecosystems, and connected TV (CTV)—which maintain or grow engagement.
For example, cost-per-click in search has increased 10-25%, while affiliate revenues dropped 7% year-over-year.
In contrast, mobile apps capture 54 of every 60 seconds of mobile usage, and in-app purchases grew 21% year-over-year.
CTV is also growing, with nearly a third of viewers shopping via on-screen QR codes.
Marketers who diversified into independent app ecosystems saw up to 116% higher Day 30 ROAS.
The article advises advertisers to assess their exposure by checking organic direct traffic share (cross-industry average 51%) and share of spend in disrupted channels (average 34%).
Ultimately, the key is to reallocate budgets from eroding channels to those capturing deep attention, like mobile apps and CTV, to avoid a 'status quo tax' of gradually worsening performance.