Summary
B2C marketing executives who are interested in the speed, productivity, and performance that generative AI (genAI) offers rely on their agency partners to provide the technology, capabilities, and strategy to implement it in marketing execution. Agencies are accelerating the integration of genAI with their offerings, focusing on enhancing internal productivity and applying use cases for content, media, SEO, and strategy. The problem? AI is currently a cost center for agencies and not a revenue driver. This report examines the latest insights regarding adoption, objectives, use cases, benefits, barriers, partners, and remuneration to reveal the current state of genAI inside agencies.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).