Summary
The marketing mindset on AI turns from fear to fascination as the post-pandemic services boom winds down and enthusiasm for generative AI kicks into overdrive. Forrester predicts that from 2022 to 2030, agencies will replace 7.5% of jobs with automation. Yet, the impacts will be uneven: As creative problem-solving roles thrive, process-oriented roles will diminish due to the influence of automation, ML, and generative AI. B2C marketing executives and agency leaders must accept AI influence in their technology/human investments and responsibly incorporate AI into workflows. This report details investments and steps to help US marketing and agency execs profit from AI transformation.
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