Forrester says 90% of US marketing agencies use AI to cut costs, eroding creativity

Forrester Research, Inc.

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Forrester report finds generative AI used by 90% of US marketing agencies in 2026; 50% use agentic AI for marketing execution.
Cost cutting dominates: 81% cite staff productivity as the main genAI goal; 63% cite productivity for AI agents.
Efficiency focus risks weaker marketing effectiveness, reduced creativity, slower long-term brand growth, pressuring client outcomes.
Scaling hurdles persist: accuracy or bias concerns at 63%; legal risk at 62%; privacy or security risk at 55%.
Monetization remains limited: 61% treat AI as a cost of business; 31% plan to monetize agentic AI within 24 months.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Forrester Research Inc. published the original content used to generate this news brief via Business Wire (Ref. ID: 20260624357757) on June 24, 2026, and is solely responsible for the information contained therein.

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