B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
91%
91% -- generative ai adoption rate for U.S. ad agencies (2025)
91% of U.S. ad agencies are already using or actively exploring generative AI according to Forrester.
- Includes agencies actively exploring in addition to those already using generative AI
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
91%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier B
https://www.pathlabs.com/blog/ai-media-execution-2025 ↗
Source Article
How AI is Transforming Media Execution in 2025 | Pathlabs
How AI is Reshaping Media Execution in 2025
| Pathlabs Marketing |
| January 31, 2025 |
Artificial Intelligence (AI) is no longer a futuristic concept—it’s already transforming how agencies plan, optimize, and execute media campaigns. In 2025, AI’s role in media execution will reach new heights, emp…
Original Research
Forrester
· Original study ↗
Methodology
Forrester research on US ad agencies using or exploring generative AI
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
U.S. ad agencies: 91% generative ai adoption rate. Source: Forrester (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/us-ad-agencies-generative-ai-2025
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<blockquote cite="https://lighthousedata.io/data/us-ad-agencies-generative-ai-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>91%</strong> -- generative ai adoption rate for U.S. ad agencies<br><small>Source: Forrester (2025) · <a href="https://lighthousedata.io/data/us-ad-agencies-generative-ai-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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