Generative AI tools clearly hold great potential for advertising and marketing—recent data from Forrester show 61% of U.S. agencies are already using them, while 30% are exploring use cases. But, as the analyst house also noted, some ad agency employees are still resisting the technology.
According to Philippe Krakowsky, CEO of Interpublic Group (IPG)—one of the biggest players in the ad world—the solution is simple: agencies have to overcome resistance “in the same way that you get people to show up back in the office past the pandemic.”
