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AI presents an existential threat to agencies that don’t adapt, says 4As president and CEO Marla Kaplowitz

The annual 4As Look Ahead report outlines the industry trends that will impact agencies the most throughout the next year.

The latest version of the report, released today, homes in on the biggest threats facing agencies right now. In 2024, according to the report, agencies must make sense of complex and still-changing data privacy legislation; they’ll experience similar challenges when it comes to ESG reporting, given new state laws and pending changes to federal guidance; and, at the same time, agencies will grapple with AI integration, declining TV spend and succession planning.

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