Data Overview Report

The State Of Generative AI Inside US Agencies, 2024

Agencies Must Overcome AI-Induced Apprehension To Scale Creativity

June 14th, 2024
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Michael Kearney, null
Michael Kearney
With contributors:
Keith Johnston , Shynise McElveen , Rachel Birrell

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.

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