Forrester: Nine In 10 US Marketing Agencies Use AI To Cut Costs At The Expense Of Creativity

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CANNES, France & CAMBRIDGE, Mass.--(BUSINESS WIRE)--According to Forrester’s (Nasdaq: FORR) The State Of AI Inside US Marketing Agencies, 2026, a new report released today in partnership with 4As, AI is now pervasive across US marketing agencies: Nine in 10 agencies use generative AI, and half use agentic AI for marketing execution. Yet rapid adoption, combined with an industrywide focus on productivity and cost efficiency, is undermining marketing effectiveness, creativity, and long-term brand