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AI is a tidal wave ready to unleash potential in the workforce — while adoption is a dam containing it. In a report this year by McKinsey & Co., research revealed that 92 percent of companies plan to increase AI investments, while only 1 percent of leaders reported full maturity of deployment. The report overall suggested that the "biggest barrier to scaling is not employees — who are ready — but leaders, who are not steering fast enough.”
Within the advertising industry, AI has gone from experimental to essential, particularly within workflows like media buying and campaign management. Our research shows that while 42% of marketers already leverage third-party AI or automated bidding solutions outside of their demand-side platform (DSP), another 49% have plans to do so. This growing usage indicates that brand marketers see the net value AI tools bring in time savings, budget efficiency and campaign performance. AI-driven media buying tools are especially attractive to executives at both brands and agencies, but understanding where AI can enhance digital campaign management, and where it might introduce new risks, is critical.
This report coalesces trends in AI usage across digital campaigns, highlighting the projected efficiencies it will generate and the rising challenges marketers must navigate. The insights provided are designed to help guide marketing teams in leveraging AI to maximize ROI and streamline their operations, ensuring they stay competitive in an increasingly AI-driven landscape.
AI is a tidal wave ready to unleash potential in the workforce — while adoption is a dam containing it. In a report this year by McKinsey & Co., research revealed that 92 percent of companies plan to increase AI investments, while only 1 percent of leaders reported full maturity of deployment. The report overall suggested that the "biggest barrier to scaling is not employees — who are ready — but leaders, who are not steering fast enough.”
Within the advertising industry, AI has gone from experimental to essential, particularly within workflows like media buying and campaign management. Our research shows that while 42% of marketers already leverage third-party AI or automated bidding solutions outside of their demand-side platform (DSP), another 49% have plans to do so. This growing usage indicates that brand marketers see the net value AI tools bring in time savings, budget efficiency and campaign performance. AI-driven media buying tools are especially attractive to executives at both brands and agencies, but understanding where AI can enhance digital campaign management, and where it might introduce new risks, is critical.
This report coalesces trends in AI usage across digital campaigns, highlighting the projected efficiencies it will generate and the rising challenges marketers must navigate. The insights provided are designed to help guide marketing teams in leveraging AI to maximize ROI and streamline their operations, ensuring they stay competitive in an increasingly AI-driven landscape.
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