AI, Ads and the Infrastructure That Runs Them

The rise of AI-powered marketing and infrastructure is reshaping how brands invest, create, and measure campaigns. Therefore, businesses must watch both the data center side that powers AI and the marketing side that uses it. This post pulls together five recent stories to show why infrastructure demand, agency strategy, creative automation, CTV measurement and promotion optimization matter for business leaders. Additionally, you’ll get clear implications and short projections to guide decisions.

## AI-powered marketing and infrastructure: data center demand signals growth

Wesco’s recent fiscal Q3 showed a notable revenue lift tied to AI-driven data center projects. For example, sales rose 12.9% to $6.2 billion, up from $5.49 billion a year earlier. Therefore, this isn’t a niche signal. Instead, it suggests real, broad investment in the physical layer that enables large-scale AI workloads. Additionally, Wesco cited stronger digital sales and a rebound in utilities work, prompting the company to raise full-year guidance.

For business leaders, this matters in several ways. First, increased data center build-outs mean higher demand for electrical and industrial supplies. Second, companies that rely on AI in marketing and operations should expect better access to compute capacity over time, but also competition for that capacity. However, supply and logistics risks persist. Therefore, firms should plan procurement and partnerships now. Additionally, investors and procurement teams can read this as a macro indicator: when distributors see AI-related demand, the ecosystem is expanding beyond early adopters.

Impact and outlook: Expect continued spending into infrastructure through 2026 as enterprises scale AI experiments into production. Therefore, procurement cycles and vendor relationships will become strategic priorities.

Source: Digital Commerce 360

AI-powered marketing and infrastructure: agencies, losses and the AI promise

WPP’s latest update under a new CEO framed performance as “unacceptable.” However, leadership also pointed to AI as a potential “golden age” for marketing. Therefore, the big agency groups face a dual challenge. On one hand, they must arrest revenue and margin declines. On the other, they must invest in tools and talent to use AI effectively across creative, media and analytics.

For chief marketing officers, this is a practical moment. First, agency relationships will evolve from creative-only mandates to partnerships that include data, AI tooling and outcomes-based measurement. Second, agencies that fail to integrate AI into workflows risk losing clients to more nimble players. However, agencies that do invest can offer scale and consistency across channels. Therefore, expect an acceleration in M&A, vendor partnerships and talent reshuffles as agencies reposition around AI capabilities.

Impact and outlook: In the near term, agency financials may wobble as investments bite. However, by 2026, the market should reward firms that prove they can translate AI into measurable marketing lift.

Source: Marketing Dive

AI-powered marketing and infrastructure: CTV needs measurement to compete

The IAB’s new guidance highlights a core issue: connected TV (CTV) must show measurable ROI to keep growing. Without reliable measurement, budgets may drift back to clearly measurable channels like search and social. Therefore, the IAB recommends best practices for performance-driven CTV approaches. Additionally, advertisers should map objectives, align metrics and demand consistent attribution methods.

For media teams, the guidance is practical. First, treat CTV as both a reach and performance channel by setting clear KPIs up front. Second, combine CTV exposure with downstream signals such as site visits, search lift and conversions. However, this requires coordination across creative, measurement and media-buying teams. Therefore, brands should invest in vendor evaluation and cross-channel attribution to make CTV a predictable part of the funnel.

Impact and outlook: Expect CTV tools and measurement partnerships to mature quickly. As a result, performance-driven spend will flow into CTV when advertisers can link exposure to business results.

Source: Marketing Dive

Creative at scale: Coca-Cola’s holiday push and enterprise lessons

Coca-Cola’s “Refresh Your Holidays” campaign shows how large brands are using AI across channels. The campaign, developed by WPP Open X, runs across TV, online video, digital, out-of-home, social, in store and on pack. Therefore, it acts as a blueprint for omni‑channel execution that mixes traditional media with AI-enabled creative workflows.

For marketing leaders, this campaign offers three lessons. First, align creative and media planning so messaging can scale across placements. Second, use AI to accelerate ideation and asset adaptation, but keep human oversight for brand tone and compliance. Third, test at scale across channels to learn quickly. However, integrating AI into such broad rollouts requires governance. Therefore, brands must set guardrails around creative approvals, data use and vendor selection.

Impact and outlook: Large-scale brand campaigns will increasingly blend AI tools with established production pipelines. As a result, companies that master this mix will gain both efficiency and agility in seasonal and global campaigns.

Source: Marketing Dive

Promotion optimization: Liquid Death proves performance tools work

Liquid Death’s work with Ibotta shows how promotion optimization can lift sales. For example, the brand used Ibotta’s tool to find smarter promotion placements and tactics. Therefore, this is an example of performance marketing meeting data-driven optimization. Additionally, the beverage brand integrated the tool into a full-funnel strategy to support media and retail promotions.

For growth teams, this offers a clear playbook. First, test promotion optimization tools on high-frequency SKUs or time-limited offers. Second, measure results across the funnel — from redemption and add-to-cart behavior to repeat purchase. However, a tool is only useful if it ties to broader media and merchandising plans. Therefore, coordinate promotion tests with creative and media buys so you can scale winners quickly.

Impact and outlook: Expect more brands to adopt real-time promotion tools. As a result, retail and e-commerce channels will see smarter, more targeted offers that improve ROI and reduce wasted spend.

Source: Marketing Dive

Final Reflection: Connecting infrastructure, creative and measurement

Together, these stories paint a simple picture: the AI era is as much about pipes and power as it is about creative and metrics. Therefore, leaders should approach AI holistically. First, infrastructure investment — like the demand seen at Wesco — defines what’s possible. Second, agencies and platforms must prove they can translate AI into measurable marketing outcomes. Third, measurement advances — especially for channels like CTV — will determine whether budgets shift or stick. Finally, practical tools such as promotion optimizers show that measurable wins are available now.

Looking ahead, the smart bet is to invest in both sides of the equation. For example, secure vendor and infrastructure partnerships while piloting AI-driven creative and measurement in controlled tests. Additionally, establish governance so innovation scales without brand or compliance risk. Therefore, businesses that balance infrastructure readiness with pragmatic marketing experiments will capture the biggest gains as AI moves from promise to steady performance.