Predictions Report

Predictions 2024: Agencies

The AI Era Accelerates Agencies’ Shift From Services To Solutions

October 31st, 2023
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
With contributors:
Keith Johnston , Mike Proulx , Jen Sanning , Thomas Husson , Eric Epstein , Kelsey Chickering , Michael O'Grady , Ted Schadler , Lexie Lawhon

Summary

Marketing agencies face a pivotal year. Their efforts to apply AI to their processes, capabilities, and structures will shape their ability to evolve remuneration models from commoditized services to more valuable marketing solutions. They will focus on building bespoke, AI-powered marketing platforms and more robust content development services to pursue personalized marketing at scale. But AI-powered marketing will hasten agency reviews, challenge digital agency relevance, and push crisis management services to the fore. Agencies that master these conditions will build sustainable economic models; those that resist will struggle. Read this report to discover our 2024 predictions for marketing agencies.

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