Only 11% of Advertisers Ready for ‘Zero-Click’ Future, Says mrge Report

Just 11.3% of commerce advertising businesses consider themselves “very well prepared” for the rise of AI-driven, zero-click discovery, according to a new industry report from mrge.

The State of Commerce Advertising 1/2026 study, based on a survey of publishers, advertisers and networks, highlights a growing disconnect between how consumers research products and how organisations are structured to reach them. While users increasingly rely on AI summaries and trusted editorial sources, many publishers are still positioned primarily as traffic drivers rather than authorities.

The readiness gap is stark. Alongside the 11.3% who feel confident, 32.8% say they are either not prepared at all or only slightly prepared for a world where visibility no longer guarantees clicks.