10 months ago
118
1, 7 Google/BCG, AI Path to Excellence for Agencies, Global, N=830 Agency AI decision-makers/influencers, Jan. 2025; Google/BCG, AI Path to Excellence for Marketers, Global, N=2,189 marketing AI decision-makers/influencers at small to large companies, Dec. 2024.
2 Google/Kantar, Global, AI in Marketer Journey, n≥1,254 marketing AI decision-makers/influencers at medium to large advertiser or advertising agencies, April 2024.
3 Google/BCG, Global, AI Path to Excellence for Agencies, N=352 leaders, Agency AI decision-makers/influencers, Jan. 2025.
4, 9 Google/BCG, Global, AI Path to Excellence for Agencies, N=352 leaders versus N=478 followers, Agency AI decision-makers/influencers, Jan. 2025.
5 On average, agencies are 57% more advanced in using AI for campaign measurement than their advertiser counterparts. For example, they are better equipped to use AI to synthesize testing results and conduct marketing mix modeling. Source: Google/BCG, AI Path to Excellence for Agencies, Global, N=830 Agency AI decision-makers/influencers, Jan. 2025; Google/BCG, AI Path to Excellence for Marketers, Global, N=2,189 marketing AI decision-makers/influencers at small to large companies, Dec. 2024.
6 On average, agencies are 20% more advanced than advertisers in using AI to generate new consumer insights, integrating it into social listening and sentiment analysis. Source: Google/BCG, AI Path to Excellence for Agencies, Global, N=830 Agency AI decision makers/influencers, Jan. 2025; AI Path to Excellence for Marketers, Global, N=2189 marketing AI decision makers/influencers at small to large companies, Dec. 2024.
8 On average, agencies are 59% more advanced than advertisers in using AI for creative strategy. This means that more are able to autopopulate creative briefs and develop creative campaign strategies. Source: Google/BCG, Path to AI Excellence for Agencies, Global, N=830 Agency AI decision makers/influencers, Jan. 2025; AI Path to Excellence for Marketers, Global, N=2189 marketing AI decision makers/influencers at small to large companies, Dec. 2024.