In advertising, the symbiotic relationship between creativity and disruptive technologies like A.I. is well-documented. Historically, A.I. has positively impacted programmatic advertising, SEO enhancement, ranking analytics and productivity improvements, transforming the media and advertising landscape. However, with the advent of generative A.I.—which is capable of generating text, images and videos—advertising agencies are now rethinking their operations, shifting their focus towards augmentation rather than mere automation. Across the U.S., agencies are exploring how these technologies can further enhance creativity and efficiency without entirely replacing human input.

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Agencies that adopt generative A.I. are better positioned to serve brands and enhance creativity, according to Forrester’s recent “The State of Generative A.I. Inside U.S. Agencies” report. The report shows that over 60 percent of decision-makers at U.S. agencies already use generative A.I., with another 31 percent exploring its potential. Notably, 78 percent of large U.S. agencies (with more than 201 employees) have integrated genAI into their workflows.

“Marketers everywhere are being challenged........

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