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

90% of marketing agencies are using AI to cut costs. And their clients are starting to notice — because everything looks and sounds the same now. Here's what that means for you. If you bought an AI

90% of marketing agencies are using AI to cut costs.

And their clients are starting to notice — because everything looks and sounds the same now.

Here's what that means for you.

If you bought an AI tool and wondered why it didn't move the needle, you're not alone. Most businesses grabbed the same tools, ran the same prompts, and got the same generic output. $200/month for content that could belong to anyone.

A new Forrester study confirms it: the agencies racing to automate everything are quietly hollowing out what made their work worth paying for. Efficiency without differentiation is just a faster race to the bottom.

This is actually good news for you.

While everyone else chases cost cuts, you have a window to use AI differently — to sharpen your voice, not replace it. That's a real competitive edge, and it doesn't require new systems or a technical overhaul.

One practical starting point: use AI to help you say your existing ideas more clearly and more often — not to generate ideas from scratch. Keep your thinking. Let AI handle the heavy lifting of turning it into content.

That's a 30-minute test, not a $30,000 commitment.

What's one area where AI has felt more like extra work than actual help?

#AIStrategy #SmallBusiness #MarketingLeadership #BusinessGrowth

Original Source

New research calls on agencies and CMOs to shift their focus from AI-driven cost savings to preserving creativity and differentiation in the AI ...