The State of AI Maturity

Based on agency research and market analysis, this report explores where AI adoption is accelerating, and what's separating leaders from everyone else.

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What’s Inside the Report?

The industry is at an inflection point. The next phase of AI adoption will require agencies to shift from ad-hoc experimentation to formalized strategy, major talent investment, and the creation of measurable, differentiated client value.

73.2% of agencies rank staff upskilling bootcamps as their top external support need, while 51.8% say daily operations leave too little time for AI initiatives.

57.1% of agencies rely on generic AI talking points, while only 16.1% have a clear, battle-tested story for client pitches.

46.4% of agencies don’t measure AI’s business impact at all—equal to the share tracking only time savings.

Agencies rate AI’s expected transformation of their business by 2030 at 8.2 out of 10.

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“This report makes one thing clear: AI transformation is a human challenge before it’s a technical one. Agencies that empower their teams— through upskilling, policy, and real accountability — will define the next decade of advertising.”