US agencies prioritize AI over creativity

The report found that nine in 10 agencies use generative AI, while half have adopted agentic AI for marketing execution

Artificial intelligence has become a standard part of operations at US marketing agencies, but an emphasis on productivity and cost savings could undermine creativity and long-term brand growth, according to a report from Forrester conducted in partnership with 4As.

The State of AI Inside US Marketing Agencies, 2026 report found that nine in 10 agencies use generative AI, while half have adopted agentic AI for marketing execution. Although agencies report productivity gains, the research suggests that prioritising efficiency over innovation may limit marketing effectiveness over time.

Productivity remains the primary AI objective

Improving staff productivity and performance is the leading reason agencies deploy generative AI, cited by 81 percent of respondents, while 63 percent identified the same goal for AI agents.

For the second consecutive year, the most common AI applications include creating marketing content, developing media and SEO strategies, and improving internal productivity. The report notes that while these use cases can reduce costs and increase efficiency in the short term, they may also constrain creativity and future growth if agencies fail to reinvest the benefits.

AI supports daily agency operations

The research shows AI is now embedded across creative, strategy and media functions. Among respondents, 74 percent use generative AI to summarise documents and communications, while 70 percent rely on it for research and competitive intelligence.

The report recommends that chief marketing officers and agency leaders direct productivity gains towards talent development, training and AI-powered marketing operating systems to create more distinctive customer experiences and stronger commercial performance.

Jay Pattisall, VP and principal analyst at Forrester: "AI has fundamentally transformed marketing agencies, but the industry is at risk of mistaking efficiency for effectiveness. Our research shows that while agencies have successfully embedded AI into workflows and boosted productivity, they must now reset expectations and invest in creativity, talent, and marketing performance. Leaders who reinvest AI-driven efficiencies into innovation and differentiated experiences will be best positioned to drive sustainable growth and deliver meaningful business outcomes."

Legal and data concerns slow adoption

Despite widespread adoption, agencies continue to face barriers to broader AI deployment. Accuracy and bias concerns were cited by 63 percent of respondents, while 62 percent identified legal issues and 55 percent highlighted privacy and security risks.

For agencies adopting AI agents, a lack of expertise (54 percent) and insufficient data infrastructure (51 percent) were also identified as significant obstacles.

Revenue models continue to evolve

Most agencies have yet to generate direct revenue from AI services. The report found that 61 percent currently treat AI as a cost of doing business rather than a commercial offering.

However, monetisation of agentic AI appears to be gaining momentum, with 31 percent of agencies planning to introduce revenue-generating AI services within the next 24 months.

Mollie Rosen, president of member solutions at 4As: "The conversation around AI is evolving from adoption to impact. Agencies have embraced the technology; now the focus needs to be on how we use it to drive better marketing, stronger client outcomes, and new forms of value. The real opportunity isn't simply doing the same work faster — it's using AI to unlock capabilities, experiences, and growth that weren't possible before."

The full report can be found here

www.forrester.com

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