Forecast Report

The Agency Workforce 2023: Automation And AI Will Reshape Media And Creative Agencies

Smaller And Smarter Organizations Will Master Intelligent Creativity

August 2nd, 2021
With contributors:
Keith Johnston , James McQuivey, PhD , Joe Stanhope , Craig Le Clair , Nick Monroe , Alex Sobchuk , Rachel Birrell


Agencies are introducing technologies that reshape how they work: Artificial intelligence (AI) and intelligent automation (IA) in particular turbocharge agencies’ ability to enhance and scale creative production and to scale marketing campaigns with data-driven, real-time precision. But introducing these tools fundamentally changes the way agencies work, automating 11% of their workforce by 2023. This report shows the huge impact that AI and IA will have on agencies, how agency leaders should plan their staffing, and how CMOs at client companies should evaluate their agencies.

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