Stop calling GenAI a pilot. It's time to move past experimentation and into operationalizing. The 2025 State of GenAI Adoption report (a joint effort between the 4As and Forrester) confirms it: 75% of agencies are onboard, but the vast majority are still holding back—using AI in less than half of their work. Yes, we are seeing how GenAI is delivering productivity gains, improving campaign quality, and beginning to deliver on scaled personalization. But legacy pricing models, legitimate legal fears, skill gaps, and ROI paralysis are slowing some down. Nearly 70% of agencies expect transformative shifts in business models over the next 2 years - a daunting change in a short period of time. If you’re not already embedding GenAI across workflows, training staff, and evolving your monetization model, you are at risk of falling behind. Get more details, additional data and useful insights here: https://bit.ly/4mkSPjY
Why Agencies Must Adopt GenAI Now: 2025 Report
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