Marketing Agencies Accelerate AI Adoption Amid Challenges and Opportunities
Additional data pointed to increased use of AI agents and autonomous AI.
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NinjaCat, the AI-enabled data and analytics platform made for marketing, unveiled results from a survey on the state of AI adoption in marketing agencies.
Surveying over 500 agencies of all sizes from across the US, the AI and the Agency of the Future report found that the marketing industry is implementing AI at a breakneck pace.
With 91% of agencies actively using AI, 90% seeing tangible productivity improvements from it, and 89% planning to increase their investment over the next 12 months.
According to NinjaCat, this points to a major transformational shift, as the industry moves AI from experimental to essential, realising major gains in efficiency, scalability, and competitive edge.
“The potential of AI to transform industries is no secret, but what may be surprising is just how far the marketing industry has already come in moving the technology from operational to mission-critical, ushering in a new era of opportunities for agencies of all sizes,” said Paul Deraval, CEO & Co-Founder of NinjaCat.
“AI is no longer a tool for marketers to test; it is a business imperative for agencies to stay competitive. Those who embed it into their workflows for both insights and execution will gain a significant and demonstrable advantage, and win the market in 2025.”
Other key findings from the survey included:
- Over half of agencies have experienced challenges with implementation, with 57% reporting technical integration issues, and 55% struggling with resistance to change.
- However, they overwhelmingly agree that these barriers will not slow down continued investments, with 96% stating that AI was the key to scaling their business.
- Unlocking data is at the heart of AI success for a growing number of agencies, with 74% already using AI for data analysis and insights, and more than 40% indicating that this would be the focus of their future AI investments.
Additional data pointed to increased use of AI agents and autonomous AI, with several respondents weighing in on the impact these advanced solutions have already delivered for their business model. Importantly, an overwhelming majority (72 percent) view AI as a partner to enhance, rather than replace, human roles. According to NinjaCat customer Cox Media Group, the company has already seen transformative results since implementing NinjaCat’s AI agents.
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“AI has offered us an opportunity to eliminate some tactical tasks so our experts can focus on meaningful analysis and high-impact, revenue-driving initiatives,” said Jennifer Jones, Director of Digital Business Operations at Cox Media Group.
“With AI embedded in our everyday workflows, we can truly push the boundaries of service delivery for our customers.”
NinjaCat’s survey collected input from nearly 550 marketers across the US, including key decision-makers across agency functions, from managers to the C-suite. Respondents represented a diverse cross-section of agencies, including those specialising in advertising, business services, media and entertainment, and media buying.
The survey also captured input from a broad range of company sizes, including small firms with less than 200 employees, mid-sized agencies between 200-1000 employees, and large firms with over 1000 employees.
