Observed Signal · Jul 2, 2026 · Study Release / Market Research · Source: Meedia · Impact: 3/5 · Sentiment: Positive
AI Powers Growth in Print Mailings
The Deutsche Post's Dialogmarketing-Monitor 2026 finds that AI is becoming a growth driver for print mailings and dialog marketing. In a survey of 1,500 marketing decision-makers about 2025 activities and budgets, 44% of companies already use AI for postal advertising and another 24% plan to do so. Net advertising investments reached €45.3 billion in 2025 (+2.7% year-on-year), while spending on dialog media rose to €26.6 billion (59% of the ad market). Postal advertising remained stable at €5.8 billion. Among companies using AI for print mailings, 81% use it for text creation and about one third for ideation and campaign concepting. Consumers are cautious: over one third view AI-created ads positively, but 82% expect clear labelling and 65% consider AI-generated content less trustworthy.
A major industry study (Deutsche Post Dialogmarketing-Monitor 2026) documents notable AI adoption for print mailings and continued growth in dialog media budgets, signaling meaningful channel and production shifts for advertisers, agencies and vendors.
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Key Takeaways & Evidence Grounding
- Deutsche Post Dialogmarketing-Monitor 2026: 44% of companies use AI for postal advertising; 24% plan to.
- Net advertising investments in 2025 reached €45.3 billion, a +2.7% increase versus the prior year.
- Ad spend on dialog media rose to €26.6 billion, representing 59% of the total ad market; classic media accounted for €18.6 billion (41%).
- Postal advertising remained stable at €5.8 billion and ranks fourth among media types; online marketing was the largest single item at €19.9 billion.
- Among companies using AI for print-mailings, 81% use it for text creation; consumers: 82% expect clear labelling of AI-created ad text/images and 65% find such content less trustworthy.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Study: Dialog Marketing Drives German Ad Market Record
A Deutsche Post study (Dialogmarketing-Monitor 2026) reports that the German advertising market grew in 2025, with net advertising spend rising 2.7% from €44.1bn to €45.3bn. The increase was driven by dialog media — principally online marketing, addressed mailings and telemarketing — which grew by €1.4bn to €26.6bn and now represent about 59% of total ad budgets. Online marketing alone increased to €19.9bn and is the main growth engine across sectors. Classic media (TV and print/display advertising) declined to €18.6bn. The report also finds growing use of AI in marketing (notably AI for text generation), but consumers express mistrust: 82% expect clear AI labeling in ad texts/images and 65% view AI-generated content as less trustworthy. The study surveyed 1,500 marketing decision-makers and 1,500 consumers and is published by Deutsche Post with market research by Statista+.
AI Now Embedded in Everyday Marketing Work
A non-representative survey of 114 German‑Swiss marketing professionals conducted by Zurich consultant Monika Liechti (15 May–11 June 2026) finds AI broadly established in marketing workflows. Only one respondent reported deliberately not using AI. Top use cases are text generation (92%), strategy and concept development (80%) and image generation (71%); 88% of users cite time savings for routine tasks as the main benefit. The biggest obstacles to deeper adoption are security concerns (43%) and data‑protection worries (39%), ahead of missing know‑how (31%) and limited budgets (12%). Mid‑sized companies (50–249 employees) show particularly high security concerns (65%) and very low use of campaign automation (6%). The sample skews to larger firms (54% with 250+ employees) and industry affiliation could not be analysed due to a technical error. Liechti & Co provides AI consulting for marketing teams.
Media agencies see 'turning point' from AI ads and conversational ads
The Trendmonitor Mediaagenturen 2026, a survey conducted by BVDW and Die Mediaagenturen e.V., reveals a 'turning point' in the advertising market. 70% of media agencies report strong demand for digital advertising (up from 40% last year), with 8% growth expected in 2027. Classic search engine advertising (SEA) is predicted to decline in importance, while AI-driven and conversational ads will rise sharply in relevance over the next five years. Video, though still the top format, is expected to drop to third place behind AI advertising and SEO/GEO. Agencies also foresee growing platform influence, the need for unified ID solutions for campaign management, and a shift toward strategic advisory roles as AI automates routine tasks.
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