New Delhi: Global consumer spending facilitated by agentic artificial intelligence is projected to reach $3.35 trillion by 2030, more than three times the estimated $944 billion in 2026, according to new research by WARC and media agency PHD.
The study, titled ‘From abundance to agents: How the delegation of choice is transforming marketing’, estimated that agent-facilitated transactions will account for 3.8% of global consumer expenditure by 2030, compared with 1.3% in 2026.
Agentic AI refers to artificial intelligence systems capable of understanding user objectives, planning actions and completing tasks with limited human involvement.
The report said such systems are likely to play a growing role in product discovery, comparison, shortlisting and purchasing, particularly in categories involving repetitive or information-heavy decisions.
The ten markets covered by the research are expected to account for 67.9% of global agentic AI consumer spending in 2030. These include Australia, Brazil, China, France, Germany, India, Mexico, South Korea, the UK and the US.
The US is projected to remain the largest market, with agent-facilitated spending of $1.1 trillion, representing 31.9% of the global total. China is expected to rank second at $505.8 billion, or 15.1%, followed by the UK at $131.2 billion, accounting for 3.9%.
The research said the US market would be supported by widespread digital commerce adoption and the ability of large businesses to deploy AI systems at scale. China’s growth is expected to be linked to integrated digital platforms and high consumer adoption of delegated commerce.
Rohan Tambyrajah, Worldwide Chief Strategy Officer, PHD, said, “This research brings category-level empiricism to the open-ended industry conversation about the growth opportunity with consumer-facing AI and Agentic AI. It underscores the need for brands to design for both meaning and machine logic, and through Four Modes Framework offers marketers practical guidance on how best to implement against a category-level business case.”
James McDonald, Director of Data, Intelligence & Forecasting, WARC, and author of the research, said, “This landmark study finds that agentic AI is already facilitating the path to purchase for many consumers and will become deeply embedded over the coming years to influence $3.35trn in household expenditure by 2030.
“This is true not just in high-frequency categories such as travel, CPG, and utilities, but increasingly more so in sectors that have traditionally leveraged brand marketing as a core strategy. By mapping adoption across product sectors, markets and media, our research ensures practitioners are not caught flat-footed as they approach the new frontier.”
Telecoms and utilities are expected to become the largest category for agent-facilitated spending, rising 611.9% from $57.6 billion in 2026 to $410.3 billion in 2030.
The report said the category’s information-heavy contracts, recurring billing and comparison-based switching processes made it suitable for greater automation.
Agent-facilitated spending in financial services is projected to rise 235.3% to $237.9 billion by 2030. The research suggested that consumers may continue to retain control over sensitive financial decisions while using AI systems for research, comparison and assistance.
Travel and transport is expected to grow from $78.1 billion in 2026 to $275.6 billion by 2030, an increase of 252.8%, as agents become more involved in destination discovery, itinerary planning and bookings.
Media, food and soft drinks see sharp growth
Agent-influenced spending in media and publishing is forecast to increase 401.8%, from $73.3 billion in 2026 to $367.8 billion in 2030. The report linked this growth to digitally managed subscriptions, content recommendations and measurable consumption patterns.
Soft drinks are projected to register a 403.5% increase, reaching $304.8 billion by 2030 from $60.5 billion in 2026.
In food, agent-facilitated spending is estimated to rise from $78.1 billion to $292.8 billion, supported by frequent purchases and relatively low decision complexity.
Retail spending influenced by agents is expected to grow 218.7%, from $62.7 billion in 2026 to $199.9 billion in 2030. The report noted that AI-led comparison and omnichannel shopping could reduce retailers to fulfilment providers unless they remain visible during product discovery.
Alcoholic drinks could see agent-influenced expenditure rise from $62 billion in 2026 to $198.4 billion in 2030, with AI systems contributing to product recommendations, occasion planning and repeat purchases.
High-value and privacy-sensitive sectors may see slower adoption
The study said automobiles, electronics, pharmaceuticals and healthcare may see comparatively limited delegation because purchases are expensive, infrequent or involve sensitive personal information.
Categories such as clothing, accessories, toiletries and cosmetics are also expected to be less affected because recommendations from creators, peers and other consumers continue to play a significant role.
The research introduced a Four Modes Framework covering agent-to-agent, agent-to-consumer, brand-to-consumer and consumer-to-consumer interactions. It said all four models would continue to coexist, with their relevance varying by category and stage of the customer journey.
The report added that businesses would need structured, machine-readable product information, recognisable brand assets and consistent messaging that can be interpreted by both consumers and AI interfaces.
The analysis used data supplied by Acxiom and a weighted index assessing decision complexity, transaction value, purchase frequency, data availability, media mix and market regulation. It also included category-level analysis and views from industry executives.