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What’s inside Executive summary Rising pressure5 The AI effect & human ceiling Signals to watch The path forward The creative imperative Executive summary Marketing is at a breaking point.Demand for real-time,personalized content is surging, yet most teams remainstuck in slow, fragmented workflows. Typeface's 2025 surveyof200+ U.S. marketing leaders reveals a widening gap This research is part of The Typeface Signal Report, a newinsights series spotlightingthe signals redefining marketingin the age of AI. What we found Content crisis95% Budget shift60% of leaders report rising content demand,but nearly half (47%) still can't deliver true have reduced agency spend due to AI, and83% believe full automation could replace Efficiency gap4x AI users are 4x more likely to keep up withdemand—and 27% can launch campaigns in Leaders spend 15+ hours a week on tasksthey believe could be automated, while losing Pilot stall82% use AI, yet most remain stuck in experimentation dueto compliance, data, and governance hurdles What it means AI is reshaping budgets, workflows, and expectations—but only at the margins. Most marketers are stillexperimenting at the individual level rather than The result:execution chaos, personalization gaps,and leaders bogged down in low-value tasks instead What leaders must do now Orchestrate workflows:Not just tools. Real ROI comesfrom rethinking processes across people, platforms, and Reclaim time for strategy:Automation must be measuredby creativity and vision regained, not just hours saved Scale with trust:Address compliance, data quality, andbrand governance to unlock enterprise-wide adoption The signal is clear:Marketing leaders who alignspeed with strategy, and pilots with enterprise-scale orchestration, will be the ones to thrive in Rising pressure Marketing teams face unprecedented content demandswhile grappling with fragmented solutions and shifting The numbers tell a stark story:a massive 81-percentage-point gapexists between what's demanded and whatmarketing teams feel capable of delivering. This isn't just The Content Demand Crisis Content Demand vs. Capability 47%stillaren’t deliveringtruecampaign personalization 60% havereduced agencyspenddue to AI tools The breaking point Marketing leaders find themselves caught betweenmounting pressure and disconnected solutions. Risingcontent demands collide with complex workflows How AI is reshaping external spending 14%have increased agencyspending due to AI 83% believe full automation would reduce agency spend 71%expect to cut “most” 1%would eliminate agenciesentirely The AI effect & human ceiling WhileAI promises transformation, the realityreveals both dramatic advantages for adoptersand systematic barriers to scaling.These aren'tincremental improvements—they represent The efficiency divide AI Users vs Non-AI Users Agency independence73%of AI users have cut agencycontent spending vs. 0% Campaign speed27% AI users are 4x more likelyto keep up with demand of AI users launchcampaigns in 2 weeks orless vs. 0% of non-users The pilot trap Despite widespread AI adoption claims, the reality is more complex: 82%of marketers use AIfor campaigns 61%use AI primarily at theindividual level, not 82%of these remain in pilotor experimental phases What’s blocking scale AI enables baseline capabilities that were previouslyimpossible, butstrategic thinking, creative vision,and human judgmentremain the differentiators that Signals to watch Four critical patternsemerge from the data,each revealing how AI adoption is reshaping Signal 1Budget shift AI reshaping agency spend, but personalization lag persists 83% expect automation to reduce most agency spending, yet 47% still can't delivertrue personalization. The budget reallocation is happening faster than capability Signal 2Execution chaos 3–4-week campaigns vs. desired 1–2-week turnaround 69% of campaigns take 3–4 weeks to launch while 85% of leaders want 1–2-weekturnarounds. This represents a 50-100% speed improvement requirement that current Signal 3Workload imbalance Leaders stuck in low-value tasks, losing strategy time Marketing leaders spend 15+ hours weekly on automatable tasks while getting 15% lesstime for strategic planning than desired. Despite 84% viewing their role as creative rather Signal 4Pilot purgatory AI adoption stalling at the individual level While 82% use AI agents, most implementations remain experimental. The gap betweenindividual tool usage and collaborative platform adoption prevents the systematic The path forward Three imperativesemerge from the researchfor marketing leaders ready to move beyond 1Orchestrate workflows, not just tools Real ROI comes from rethinking processes across people, platforms, and governance—not isolated pilots. Success requires: Shifting from individual AI tools to collaborative platformsRedesigning workflows around AI capabilities rather than retrofitting existingprocesses 2Reclaim