Brands and marketing organizations looking to tap into the potential of generative AI (genAI) rely on their agency partners to provide the technology, capabilities, and strategy to implement it in marketing execution. As agencies race to integrate genAI into their offerings, they’re focusing on enhancing productivity and a host of content, media, SEO, and internal use cases. Yet agencies aren’t immune to the legal, commercial, and emotional barriers to genAI adoption. This report examines the latest insights about adoption, objectives, use cases, benefits, and barriers to show the state of genAI inside US agencies.