广告代理机构生成式AI应用调查报告
AD AGENCY GENERATIVE AI ADOPTION SURVEY AI Digital LabsPrepared by AGENDA Executive Summary01 Core Analysis and Findings02 AI Strategy and Adoption StatusACompetitive Imperative and Future OutlookBBarriers and Support NeedsCClient Engagement and MeasurementDROI and Use CasesEGovernance and Internal StructureF Key Takeaways & Recommendations03 About AI Digital Labs04 AI Digital Labs – The State of AI Maturity 2025 01. EXECUTIVE SUMMARY The "Ad Agency GenAI Adoption Survey" reveals that the advertising industry is ata critical inflection point:AI is viewed as essential for competitive survival, yetthe majority of agencies are strategically stalled. The analysis of more than 50executive responses, primarily focused on mid-sized agencies under 200employees highlights a profound gap between aspirational goals and operationalreality, creating both massive opportunities for proactive agencies and significantrisk for slow adopters. HIGH IMPERATIVE, LOW MATURITY: Agencies rate the importance of advanced AI capabilities to stayingcompetitive at8.1 out of 10. However,66%of organizations are stalled inthe early stages, either "Drafting a roadmap" or engaged in "Mostly ad-hocexperimentation". THE TALENT CRISIS: The single greatest barrier to adoption is the"Skills gap / training needs"60.7%.This talent deficit is compounded by the fact that51.8%citebeing"too busy with daily work"as a top barrier. THE MEASUREMENT BLIND SPOT: Agencies lack verifiable proof of value. A significant46.4%report that they"don't measure yet"how AI is impacting their agency. DIFFERENTIATION RISK: The industry faces a narrative deficit, as57.1%admit they have only"talking points but nothing unique"to differentiate their agency on AIwhen pitching for new business The shift to AI is inevitable, with a consensus that the business will befundamentally different by 2030 (rated 8.2/10. Agencies must urgently pivot fromtreating AI as a side project to institutionalizing talent development, formalizinggovernance, and establishing clear performance metrics to bridge the gapbetween aspiration and outcome. 02. CORE ANALYSIS ANDFINDINGSA) AI STRATEGY AND ADOPTION STATUS The industry is in a state of active discussion and experimentation regarding AIimplementation, though fully scaled integration remains a minority position.Adoption is characterized by a strong intent to plan, but a weak actualimplementation at scale. Detailed Findings: •Strategy Status:The most common organizational stance on an AI strategy is"Drafting a roadmap—still in discussion" 33.9%, closely followed by "Mostlyad-hoc experimentation" 32.1%. This 66% majority highlights an industry in anexploratory, unformalized phase. •Scale of Adoption:Only 16.1% of organizations report that "AI is embeddedacross every team; we're leading the charge", indicating that widespread,systemic adoption is in its infancy. •Tooling:More than half of agencies 53.6%) currently do not have licensedmarketing or advertising-specific AI tools or platforms, suggesting a reliance onfree or general-purpose tools and a major opportunity for vendors. 02. CORE ANALYSIS ANDFINDINGSA) AI STRATEGY AND ADOPTION STATUS B) COMPETITIVE IMPERATIVE AND FUTURE OUTLOOK Ad agency professionals view AI capabilities asa critical factor for futurecompetitiveness, yet most lack a unique, differentiating narrative, creating asignificant market risk. Detailed Findings: •The Importance of AIThe average importance rating for having advanced AIcapabilities to staying competitive is a high8.1 out of 10, showing AI isconsidered essential, not optional. •Future Transformation:The expectation for business disruption is substantial:the average rating for how different the business will look because of AI by2030 is 8.2 out of 10. •Differentiation Gap:A majority of respondents57.1%feel that while they havetalking points about AI, they lack a truly unique story that differentiates theiragency when pressed by a prospect. Only 16.1% have a battle-tested AI story. •Client Satisfaction:Agencies believe stronger AI capabilities could significantlyraise client satisfaction, with an average rating of7.7 out of 10for potential uplift B) COMPETITIVE IMPERATIVE AND FUTURE OUTLOOK C) BARRIERS AND SUPPORT NEEDS The primary barriers to AI adoption arehuman capital and internal momentum,not budget or technology, underscoring the need for immediate, targetedinvestment in training. Detailed Findings: •Top Barrier:The single greatest obstacle to AI adoption is the"Skills gap /training needs" 60.7%,highlighting a crisis in internal talent readiness. •Internal Prioritization:The second-largest barrier is"Side project / too busywith daily work" 51.8%,indicating a failure to integrate AI into core,mandatory workflows.•External Support Demand:The most requested external support by far is acited by 73.2% of respondents, confirming the urgency"Staff upskillingbootcamp",of the skills gap."Leadership workshop" is the secon
