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# CMOs cite AI search anxiety to push for bigger upper-funnel budgets
- URL: https://fabric.media/cmos-cite-ai-search-anxiety-to-push-for-bigger-upper-funnel-budgets/
- Published: 2026-09-15T23:19:24.000Z
- Updated: 2026-09-15T23:19:24.000Z
- Description: State Farm, Mercedes and Hoka marketers say AI search behavior is a factor in budget debates, arguing brand spend protects consideration as tools like ChatGPT and AI Overviews reshape research.
- Author: Fabric.Media Editorial
- Tags: Agencies, AI, Sam Bradley, CMOs use AI search concerns for budget asks

**Why it matters.** Marketers gain internal leverage to protect or grow static budgets by framing brand spend as a defense against AI search disruption rather than a discretionary cost.

*Signal from* [*digiday.com*](https://digiday.com/?ref=fabric.media) *·* [*Sam Bradley*](https://fabric.media/tag/by-sam-bradley/) *·* [*read the original*](https://digiday.com/media-buying/marketers-are-using-ai-search-concerns-to-argue-for-higher-media-budgets/?ref=fabric.media)*.*