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Global consumer agentic AI spending will soar to $3.35trn in 2030

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Marketing
  • 3.8% of global consumer spending will be agent-facilitated in 2030, tripling from this year’s 1.3% equivalent to $944bn
  • Top ten global markets will account for two-thirds (67.9%) of the global consumer agentic AI spend in 2030
  • US share of global agentic AI spend in 2030 will reach 31.9%
  • Telecoms & utilities, financial services and travel & transport will lead agent-to-agent transactions

New WARC x PHD research: From abundance to agents – how the delegation of choice is transforming marketing. Introducing the Four Modes Framework

21 July 2026 – Marketing is operating in an age of abundance. Today’s consumers face more content and choices than they have the attention or means to manage. AI agents are emerging as fundamental tools to help consumers cut through the noise and make decisions faster. New research by PHD in partnership with WARC reveals how quickly they are reshaping the customer journey.

The study finds that total agent-facilitated consumer spending will triple from $944bn this year to $3.35trn in 2030. While consumers will still make most purchase decisions on their own in the next few years, AI agents will increasingly shape what gets seen, shortlisted and bought – and will increasingly mediate the boring, complex or repetitive tasks along the way.

As decision-making increasingly evolves from human consumers to machine intermediaries, this study explores the scale, timeline and implications for brands, agencies and the wider marketing ecosystem.

 

Rohan Tambyrajah, Worldwide Chief Strategy Officer, PHD, says: “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, says: “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.”

Methodology of the research

The research draws on data provided by Acxiom and uses a weighted index approach to evaluate key factors such as decision complexity, transaction value, purchase frequency, data availability, media mix, and market regulation to make a holistic assessment of how much consumers will spend on AI channels in 2026 and 2030. The analysis covers the global viewpoint of ten markets: Australia, Brazil, China, France, Germany, India, Mexico, South Korea, UK & US. Additionally, it includes industry expert views and category analysis.

Key findings from the research outlined in ‘From abundance to agents – how the delegation of choice is transforming marketing’ are:

Categories and markets leading on agentic AI consumer spend

Agentic AI – artificial intelligence systems that understand goals, plans steps, and act autonomously – are making their mark on high-frequency categories like travel & transport, food, and media & publishing. By 2030, AI-facilitated spending will surge across all industries, especially where purchases are frequent and data-rich.

The top three markets for agentic AI consumer spending in 2030 will be:

US: The US will lead agentic AI spending at $1.1trn (31.9% of the global total), driven by consumers already comfortable with digital commerce and brands with the resources to deploy agents at scale.

China: China will be the second-largest market at $505.8bn (15.1% of global spend), powered by high platform integration, government support, and consumers ready to embrace delegated commerce.

UK: The UK will capture 3.9% of global agentic AI spending ($131.2bn), driven by strong talent, major investments, and government backing for AI-led transformation.

How agentic AI will affect consumer spending: introducing The Four Modes Framework

Agentic AI will not impact all industry categories evenly. PHD’s Four Modes Framework defines where marketing must evolve as brands extend focus to influencing machines. Each mode of marketing requires strategy, capability design and creativity—and all four will coexist, with their importance varying by category, purchase occasion and customer journey stage. The framework serves as a navigation tool to see the category impact of agentic AI on marginal purchasing decisions in 2026 and 2030, while recognising that brand advertising, salience, and equity remain fundamental to success.

Agent → Agent:

Agent adoption will surge where purchases are repetitive, searchable, and measurable—not necessarily high-volume or low-value, just routine enough for AI to own the entire journey.

The three industry categories where agentic AI will have the greatest impact are:

1. Telecoms & Utilities will grow 611.9% from $57.6bn in 2026 to $410.3bn by 2030 – making it the largest category for AI agents. Information-dense, frequent billing, and comparison-led contract switching make these infrequent but high-value purchases ideal for AI delegation.

2. Financial Services decisions are too sensitive to fully delegate, but too complex not to be agent-assisted. Total agent-facilitated consumer spending will increase 235.3% to $237.9bn by 2030.

3. Travel & Transport will lead agent-facilitated spending at $78.1bn in 2026, surging 252.8% to $275.6bn by 2030 as AI agents take control of discovery, planning, and booking.

Agent → Consumer:

1. Alcoholic Drinks: This category is habitual and identity-driven – brand loyalty still rules. AI agents will influence $62bn in spending in 2026, advising on party ideas, drink pairings, and occasions. By 2030, agentic spending will grow 219.0% to $198.4bn as agents dominate both replenishment and discovery.

Soft Drinks: Starting small at $60.5bn in agent-influenced spending in 2026, it will see massive growth of 403.5% to $304.8bn by 2030. Habit-driven, low-value replenishment is perfect for AI automation—optimising price, convenience, and repeat purchasing.

2. Food: This category is primed for early use of agentic AI thanks to is high frequency, low decision complexity. Agents will influence $78.1bn globally in 2026, surging 274.8% to $292.8bn by 2030.

3. Media & Publishing: At $73.3bn, this category is already one of the most impacted by agentic AI. Subscriptions, recommendations, and content consumption are digitally native and measurable. By 2030, agentic AI spending will increase 401.8% to $367.8bn.

4. Retail: will see agent-facilitated spending grow 218.7%—from $62.7bn in 2026 to $199.9bn in 2030 driven by omnichannel shopping and AI comparison. The challenge for retailers will be to remain part of the consumer shopping journey, not just a fulfillment provider.

Brand → Consumer

High-value, infrequent purchases such as automobiles, electronics, and categories with privacy constraints such as pharma & healthcare, leave less room for agentic AI transaction. Trust is important as consumers must feel confident before delegating expensive or privacy-sensitive decisions.

Consumer → Consumer

Categories such as toiletries & cosmetics, clothing & accessories are heavily influenced by word of mouth and creators and are less affected by agentic AI than others. The impact may be smaller, but it won’t be completely absent.

The brand imperative

Brands must learn new skills to successfully market to machines. The shift to agentic AI will require marketers to have:

  • A strong foundation of structured, machine-readable data
  • Distinctive and differentiated brand assets
  • A unified brand story that resonates with both humans and AI interfaces

‘From abundance to agents – how the delegation of choice is transforming marketing’ report is available to read in full here.

 

Business

SPIRO publishes its first Sustainability Report and confirms strong economic, social and climate impact

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SPIRO

The publication provides a comprehensive overview of the environmental, social and economic impact of its operations

DUBAI, United Arab Emirates, July 21, 2026/APO Group/ —

  • Spiro’s inaugural Sustainability Report provides the first comprehensive overview of the environmental, social and economic impact of Spiro’s operations.
  • The company also unveils ambitious objectives and targets net-zero Scope 1 and 2 emissions by 2040 and up to 0.7 million tonnes of CO₂ emissions avoided from product use annually by 2030.

SPIRO (www.Spironet.com), Africa’s leading electric mobility company, today published its inaugural Sustainability Report. The publication provides a comprehensive overview of the environmental, social and economic impact of its operations and aims at establishing a baseline, to track future progress on its path to scale clean transport infrastructure and affordable mobility solutions.

Download Report: https://apo-opa.co/4wPw7VP

 

Having grown up in India, I have witnessed firsthand the impact of vehicle emissions on public health and urban environments. At SPIRO, our responsibility as founders is not only to scale innovation, but to ensure that the systems we build endure economically, socially, and environmentally for generations to come”, said Gagan Gupta, Founder of SPIRO and Chairman of Equitane.

 

“This report reflects how far SPIRO has come—not only in terms of growth, but in our ability to measure and improve our impact. As we expand across Africa, sustainability will remain a core business driver, shaping how we invest, manufacture, innovate and partner for the long term”, highlighted Anant Badjatya, Group Chief Executive Officer, SPIRO.

 

This report reflects how far SPIRO has come—not only in terms of growth, but in our ability to measure and improve our impact

“By establishing our first comprehensive ESG baseline, including Scope 1, 2 and 3 emissions, we are creating the foundations needed to track progress, set measurable targets and strengthen transparency as SPIRO continues to scale across Africa. Sustainability is not a standalone initiative—it is integrated into how we operate, innovate and create long-term value”, said Imtinen Hamlaoui, Head of ESG and Sustainability.

 

Among key highlights :

 

  • As part of its sustainability roadmap, SPIRO completed its first end-to-end greenhouse gas inventory, covering Scope 1, Scope 2 and Scope 3 emissions across its operations and value chain.

 

  • Among others, operational efficiency measures taken last year delivered an estimated 15–25% reduction in energy use at assembly facilities, reinforcing SPIRO’s commitment to continuously improving energy efficiency and reducing the environmental footprint of its operations.

 

  • The report outlines SPIRO’s long-term sustainability roadmap, including its ambition to achieve net-zero Scope 1 and Scope 2 emissions by 2040. As the company expands, its electric mobility ecosystem is projected to help avoid approximately 700,000 tonnes of CO₂ emissions annually by 2030. To further strengthen energy resilience and reduce grid dependency, SPIRO is evaluating the deployment of 80–125 KVA on-site solar solutions across selected battery-swapping stations, while smart energy management initiatives implemented at its assembly facilities have already delivered an estimated 15–25% reduction in energy consumption.

 

  • The report highlights SPIRO’s growing investment in people and local capabilities. Through the Spiro Academy, the company trained more than 4,000 individuals across Africa in 2025 in areas including EV maintenance, battery management and technical operations. Initiatives such as Africa’s first women electric motorcycle assembly line further reinforce SPIRO’s commitment to skills development, workforce inclusion and local industrial growth.

 

  • Beyond environmental performance, the report underlines the growing economic benefits of electric mobility. Commercial riders using SPIRO motorcycles reduce operating costs by 70–80% compared with petrol-powered alternatives, while benefiting from lower maintenance costs and reduced exposure to fuel price volatility.

 

Download (https://apo-opa.co/4ptV32MSPIRO First Sustainability Report

Distributed by APO Group on behalf of Spiro.

 

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eWAKA Co-Founder and Chief Executive Officer (CEO) Selected as a 2026 Cartier Women’s Initiative Fellow

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eWAKA

eWAKA Joins the Cartier Women’s Initiative to Accelerate Africa’s Transition to Clean Mobility

NAIROBI, Kenya, July 21, 2026/APO Group/ –eWAKA (www.eWAKA.tech) today announced the company’s Co-founder and CEO, Céleste Tchetgen Vogel, has been selected as a 2026 Cartier Women’s Initiative Fellow. Vogel was recognized for her work to electrify Africa’s last mile, giving riders clean vehicles they can own and a better way to earn. Chosen from applicants around the world, Vogel represents the Anglophone and Lusophone Africa category of the 2026 Cartier Women’s Initiative Awards, which celebrate women entrepreneurs using business as a force for positive change.

 

eWAKA is an early-stage company with a clear ambition: to make Africa’s last mile clean, affordable, and within reach of the people who move it. Today it provides electric motorcycles and cargo bikes, financing that lets riders own their vehicles affordably, and charging and battery-swap to keep them moving. It coordinates deliveries and fleet operations through its own software. It aims to grow this into a managed electric delivery network, where businesses get reliable, lower-cost delivery and riders earn a steady living. Operating in Kenya and Rwanda, eWAKA is actively expanding into Burundi and the Democratic Republic of Congo, demonstrating its confidence in regional growth and impact.

 

eWAKA at a Glance

 

  • Nearly 1,500 active riders in Kenya and Rwanda
  • More than one million deliveries completed, up by over 80,000 on the prior year
  • More than 550 vendors onboarded onto the company’s merchant ordering platform
  • Approximately Ksh 25 million (about US$190,000 or CHF 150,000) earned by riders, up more than Ksh 6 million on the prior year
  • More than 1,500 jobs were created, with over 85% of riders aged 18 to 30
  • More than 3000 metric tons of CO₂ emissions avoided through clean mobility operations
  • Woman-founded and woman-led, with women working as riders, vendors, and agents across the network

 

We are delighted to welcome Céleste Tchetgen Vogel to the Cartier Women’s Initiative community

By bringing electric vehicles, financing, and software together in a single operation, eWAKA is building a model it can carry from one city to the next, so that each new market means more riders earning, more businesses served, and cleaner air to breathe. The company’s early backers include the Swiss State Secretariat for Economic Affairs (SECO), through its Start-up Fund, alongside impact investors and development finance partners.

 

eWAKA Co-founder and CEO Céleste Tchetgen Vogel said, “Mobility should open doors, not close them. When a rider can own a clean vehicle and earn a living with it, a whole family moves forward, and the city breathes a little easier. That is the future eWAKA is building, one electric mile at a time. To be welcomed into the Cartier Women’s Initiative, in its twentieth year, tells us the path is real, and gives us the resolve to walk it much further.”

 

eWAKA is building Africa’s next-generation electric mobility platform, operating in Kenya and Rwanda and expanding into Burundi and the Democratic Republic of Congo. Originally from Cameroon, Vogel is an African entrepreneur who co-founded eWAKA in 2021 after a career in senior legal and executive roles at Credit Suisse, ABB, and Swiss Re. She holds a degree in economics and international relations from Ohio Wesleyan University and a law degree from Northwestern University’s Pritzker School of Law, both in the United States. She was named among the Most Influential Women in Mobility in 2024 and to the Meaningful Business 100 in 2025. eWAKA works with ETH Zurich as a technical partner on battery and fleet data.

 

Cartier Women’s Initiative Director Kiyo Taga-Witkin commented, “We are delighted to welcome Céleste Tchetgen Vogel to the Cartier Women’s Initiative community. Through eWAKA, she exemplifies how entrepreneurship can drive meaningful, positive change. We look forward to supporting her journey and celebrating the impact she is creating.”

 

The Cartier Women’s Initiative is an international entrepreneurship program established in 2006 to support women impact entrepreneurs who are building a more inclusive society for generations to come. Since its inception, the program has been dedicated to identifying and accompanying women whose businesses address the world’s most pressing social and environmental challenges. Through a comprehensive approach combining financial support, access to a global network, and tailored leadership development, the Cartier Women’s Initiative enables fellows to scale their businesses while strengthening their capacity to lead and create lasting impact.

 

Over the years, the initiative has grown into a vibrant international community of more than 520 community members, united by a shared ambition to drive meaningful change within their respective ecosystems. At its core, the Cartier Women’s Initiative is guided by a set of enduring convictions: the belief that women are powerful agents of transformation, that talent is universal, while opportunities are not, that continuous learning is essential to progress, and that sustainable impact is rooted in a deep commitment to the communities it serves.

Distributed by APO Group on behalf of eWAKA.

 

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Africa’s Mining Boom Has a New Financier: Domestic Capital

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Etu Energias

As African banks and investors take larger stakes in mining deals across the continent, Moore Infinity’s Danie Dorfling tells African Mining Week why domestic capital will be critical to financing Africa’s next generation of mineral projects

CAPE TOWN, South Africa, July 21, 2026/APO Group/ –As demand for critical minerals accelerates and governments push to capture more value from their resources, African banks and investors are stepping into larger roles financing the projects that will define the continent’s next mining era.

The latest example came in July, when Kropz subsidiary Kropz Elandsfontein secured a R200 million loan from Ubuntu-Botho Investments, the indirect controlling shareholder of African Rainbow Capital, to strengthen its phosphate mining operations in South Africa’s Western Cape. The transaction reflects growing confidence among domestic investors in Africa’s mining sector and signals a broader trend: regional capital is increasingly moving from the sidelines into the center of mining development.

In an exclusive interview with Energy Capital & Power, organizers of African Mining Week (AMW), Danie Dorfling, Head of Business Development at Moore Infinity – a partner of AMW – said the growing participation of domestic capital marks a fundamental shift in how Africa finances mining projects.

“Domestic capital is no longer an optional supplement to foreign investment. It is becoming a test of whether Africa can convert its mineral wealth into durable domestic financial capacity,” he said.

Dorfling pointed to the $700 million financing package secured in April 2026 for Phase 2 of South Africa’s Platreef Mine by Nedbank, Absa and France’s Société Générale as an example of African financial institutions partnering with global lenders to finance complex, large-scale mining developments.

Domestic capital is no longer an optional supplement to foreign investment

“The significance is that African banks were not asked to replace international capital; they participated alongside it in a major, complex mining financing. That hybrid model is likely to be more scalable than expecting large projects to be funded exclusively from either domestic or international balance sheets,” said Dorfling.

The trend extends beyond South Africa. As Africa seeks to mobilize its estimated $2 trillion in non-bank domestic capital to finance strategic infrastructure and industrial development, regional financial institutions are expanding their role across the mining value chain.

Tharisa recently secured a R750 million revolving asset finance facility from Nedbank to acquire specialized underground mining equipment for its Apollo Mine in South Africa’s Bushveld Complex. Meanwhile, Absa is supporting major projects including Pensana’s Longonjo Rare Earth Project in Angola and the Kamoa Copper Mine in the Democratic Republic of the Congo alongside Rawbank and Nigeria’s FirstBank.

According to Dorfling, Rawbank’s participation demonstrates how domestic African institutions are building the expertise and balance sheet capacity required to participate in increasingly complex regional mining transactions.

Collectively, these developments reflect a broader evolution in Africa’s mining finance landscape. Rather than relying solely on international development finance institutions and foreign commercial lenders, projects are increasingly being supported through blended financing structures combining domestic banks, regional financial institutions and global investors. This approach diversifies funding sources, strengthens local capital markets and enables African institutions to capture greater value from the continent’s expanding mining industry.

These trends will take center stage at AMW 2026, taking place from October 14–16 in Cape Town under the theme “Mining the Future: Unearthing Africa’s Full Mineral Value Chain.” Bringing together regional financiers, international investors, mining companies and market intelligence firms, the event will explore how African capital can be integrated with global financing to accelerate project development and strengthen the continent’s mining investment ecosystem.

Financial institutions including Absa, Standard Bank, the Industrial Development Corporation, Africa50, the Africa Finance Corporation, Trade and Development Bank, U.S. International Development Finance Corporation, World Mining Investment and Aperoin Investment Group will join industry experts such as Moore Global to examine financing models capable of unlocking Africa’s next generation of mining projects.

Distributed by APO Group on behalf of Energy Capital & Power.

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