Part of my role at the 4A’s is to help member agencies understand the landscape of emerging technologies, filter the empty hype from the real, and figure out how those technologies that matter will create opportunities and/or challenges for the ecosystem.
AI - and Generative AI in particular - is the third major transformation I have witnessed during my nearly 30 years in this business. At the beginning of my career, the emergence of the internet created a brand new channel that was interactive by its very nature. In 2007, the original iPhone gave birth to the modern smartphone era, further empowering consumers and fundamentally changing the way we interact with each other and the world around us. And now, generative AI - even in these early days - is already upending consumer behavior and causing businesses to carefully consider how best to leverage a world-changing technology.
To better understand the current state of GenAI adoption amongst US agencies - and to provide some data-based insights on use cases, opportunities, and challenges - we partnered with Forrester to field a survey amongst 4A’s members, and the results have recently become available.
Marketing Dive has a nice piece summarizing the results and insights. And 4A’s member agencies can access the full report here.
