Jay’s research focuses on marketing services (creative, media, digital, in-house agencies); AI marketing (applications of generative and predictive AI to media and content); and genAI for visual content technologies. Jay helps CMOs and business leaders make sense of the complex and ever-changing marketing services landscape as it embraces AI and automation technologies as part of media management, creative services, and the future of agencies.
Apply disclosure to principal media buying to turn a polarizing tactic into a strategic advantage for marketers, agencies, and media partners.
In 2026, agencies will transform from client-focused partners into marketing purveyors — reshaped by automation, consolidation, and creator-led strategies.
Achieve the real-time, autonomous future of genAI for visual content with practical advances to power dynamically rendered experiences.
Establish enduring agency partnerships by using this tool to create an agency operating model to govern responsibilities and collaboration.
The network effect of AI is a strategy to create an AI-enabled human network of talent and technology to create powerful CX and marketing experiences.
This report examines the latest data for US marketing agencies’ genAI adoption, objectives, usage, benefits, barriers, partners, and commercial models.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.