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

Summary

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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.