American Express’ stock tumbled over six percent after Q2 earnings, despite strong revenue and profit growth—investors fretted over a 12 percent spike in expenses, now at $14.5 billion, with CFO signaling higher spending will persist through 2026. Much of the cost surge fuels aggressive marketing to lure millennials and Gen Z, the company’s fastest-growing customer segment—but at a steep price. Analysts are now rethinking their bets as Amex balances explosive growth with ballooning costs.

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