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.