The Agency Workforce 2023: Automation And AI Will Reshape Media And Creative Agencies

Agencies are introducing technologies that reshape how they work: AI and intelligent automation (IA), in particular, turbocharge agencies’ ability to enhance and scale creative production and to scale marketing campaigns with data-driven, real-time precision. But introducing these tools fundamentally changes the way agencies work, automating 11% of their workforce by 2023. This report by Forrester with support from the 4A’s, shows the huge impact AI and IA will have on agencies, how agency leaders should plan their staffing, and how CMOs at client companies should evaluate their agencies.

Jay Pattisall, Forrester
J. P. Gownder, Forrester

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