Media Briefing: Where Media Budgets Are Moving in 2026, According to Digiday

AI search, streaming and creator marketing are gaining advertising dollars as brands rethink where and how they reach consumers.

In its 2026 Media Agency Report, Digiday examines changing media budgets, creator partnerships and AI adoption, featuring insights from David Dweck, President of Go Fish Digital.

The report draws on a survey of 30 agency professionals and interviews with five senior agency executives. Dweck shares how Go Fish is adapting media strategies, improving creative performance and using AI to build new capabilities.

Key Takeaways

1. AI search and streaming are seeing increased investment.

Digiday found that 89% of surveyed agencies reported increased client spending on AI search and streaming video/CTV, while 78% reported increases in social and creator marketing. Dweck noted that Go Fish is directing more investment toward TikTok, Meta and streaming as consumer attention moves across platforms.

2. Creator content is outperforming traditional creative.

Dweck reported that Go Fish is seeing a 40-60% performance uplift from creator-produced assets compared with traditionally produced creative, primarily on TikTok, with similar results across Instagram and YouTube. The agency is also securing distribution rights to extend the use of creator content across paid campaigns.

3. TikTok Shop is gaining ground in retail media.

Go Fish is encouraging clients to explore TikTok Shop as another way to reach consumers and drive purchases. Dweck sees potential for advertisers to find less competitive placements and improve returns as shopping becomes more closely connected to creator content.

4. Agencies are finding practical ways to manage AI costs.

While 70% of surveyed agencies reported efficiency-related cost savings from AI, 31% said implementation costs exceeded expectations. Go Fish tracks AI token usage by employee and develops dedicated software when ongoing usage makes it worthwhile. The agency is also using AI for client knowledge management, generative creative and retail media feed optimization.

5. AI search is changing budget priorities.

Digiday found that 77% of agency respondents plan to increase AI search and GEO investment over the next 12 months. Dweck noted that declining organic clicks are putting pressure on traditional search strategies, prompting advertisers to consider other channels for reaching qualified audiences.

The Go Fish Perspective

The report reflects what Go Fish is seeing across client accounts: Advertisers are being more selective about where they spend, particularly as traditional search becomes more challenging and consumer attention spreads across platforms.

Dweck’s observations on creator content are especially relevant. A 40-60% performance uplift gives advertisers a reason to reconsider how they produce creative, secure usage rights and distribute assets across paid channels. TikTok Shop presents another area worth testing, particularly for brands looking to connect product discovery with purchases.

AI investment also requires closer scrutiny. Go Fish’s approach to tracking usage costs, developing internal tools and applying AI to client services shows how agencies can put the technology to work while keeping expenses in check.

For marketers planning 2027 budgets, the findings support taking a closer look at channel performance, creative effectiveness and how AI search may affect customer acquisition.

Read the Full Story

Digiday’s 2026 Media Agency Report features David Dweck alongside executives from Horizon Media, Novus, Tinuiti and UM, examining media investment, creator marketing and AI adoption.

Originally Published by Digiday: Digiday Media Agency Report 2026: How agencies adapt to a media landscape shaped by AI and creators