innovation and marketing. For example, using AI to more quickly develop product concepts, get products to market, create marketing content, and understand marketing ROI are ways that companies are investing in technology to respond to these trends. Christina Adams is a partner in McKinsey’s Dallas office, and Kari Alldredge is a partner in the Minneapolis office. Monica Toriello is an editorial director in the New York office. Copyright © 2025 McKinsey & Company. All rights reserved. How today’s consumers are spending their time and money 8