Taboola Data Reveals 76% Advertisers See Improved Performance From Agentic AI

"Agentic AI is delivering performance advertising wins, but the benefits are confined to the walled gardens. A significant 76% of advertisers are already seeing meaningful performance uplift from AI-powered solutions, primarily on search and social platforms."

"Performance advertisers feel trapped with agentic AI on search and social. The vast majority (80%) state they would immediately increase their ad spend on the open web if comparable agentic solutions existed, with 86% willing to allocate up to a quarter of their performance budget to the shift."

"The biggest advertisers are struggling the most with agentic AI. The number one challenge for advertisers adopting agentic AI is integrating it into existing workflows, but the struggle is disproportionately felt by large advertisers. Only 9% of advertisers spending USD$300k-$499k (£222k - £370k) per month cite integration as a barrier, compared to a large 74% of companies spending USD$1m-$4.9m (£740k - £3.6m) per month who call it the dominant roadblock."

"While agentic AI has driven strong performance gains in search and social, marketers are increasingly focused on unlocking incremental growth beyond those channels-especially in environments that can offer similar AI-powered automation."

Agentic AI is producing performance advertising gains, with 76% of advertisers reporting meaningful uplift from AI-powered solutions, primarily on search and social platforms. Most performance advertisers feel constrained to these walled gardens, and 80% say they would immediately increase ad spend on the open web if comparable agentic solutions were available. A majority are willing to shift budget, with 86% willing to allocate up to a quarter of their performance budget to that change. Integration into existing workflows is the top challenge for adopting agentic AI, and this barrier is more pronounced for larger advertisers, with 74% citing it among companies spending USD$1m–$4.9m per month versus 9% among those spending USD$300k–$499k per month.

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