According to research from Google and BCG, agencies are ahead of advertisers by an average of 35% in key AI use cases like measurement, creative development, and data analysis. Despite this, less than half of advertisers say their agencies have educated them on AI solutions. There appears to be an opportunity for agencies to take this leadership position to the next level by educating clients on the space and the capabilities of the agency.
Agency-led AI work isn’t just theoretical—it’s driving real performance. Interpublic’s data console for Google experiments delivered more than 30% conversion boosts across 70+ brand campaigns. Meanwhile, Jellyfish’s Gemini-powered Share of Model helps optimize Performance Max strategies with LLM-led category insights. On the media front, Omnicom’s AI bidding tech powered a jaw-dropping 567% lift in video ROAS for one client, while Dentsu’s Pipes platform freed up 11% of agency teams’ time to focus on strategy.
When it comes to creative, agencies are pulling even further ahead—59% more advanced on average compared to in-house teams. From Monks’ AI-personalized video content that boosted engagement up to 25%, to Making Science’s platform that automates 80% of creative tasks and lifts conversions by 30%, it’s clear that AI is more than just a buzzword in pitch decks. The most forward-looking agencies are integrating AI into every step of the content cycle—and brands that tap into those capabilities aren’t just keeping up, they’re building a serious competitive edge.
Read more via Google.