In the third quarter of 2023, corporate digital advertising spending decreased by 8% year-over-year. Despite the overall decline, ByteDance's advertising has doubled annually, while X Ads experienced a 31% year-over-year increase. The rise of generative artificial intelligence drove OpenAI to increase spending by 51% in the third quarter.

Surveys show that 79% of senior marketing executives believe that using AI tools increases the return on investment for digital advertising strategies. 85% of marketing executives express confidence in AI tools, and 64% plan to integrate more tools into their workflows in the future. Among respondents, generative AI (such as ChatGPT) is the most popular technology, with 64% planning to incorporate more tools into their workflows. Despite the widespread use of AI tools among marketers, less than 10% are still not using them, citing concerns over data quality and technology.