B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
91%
91% -- generative ai adoption or exploration rate for US ad agencies (2023)
91% of US ad agencies are either currently utilizing (61%) or exploring (30%) generative AI according to a Forrester report.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
91%
Unit
Percentage
Data Vintage
2023
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://inwardconsulting.com/navigating-the-ai-revolution-how-agencies-can-harness-generative-ai-whi… ↗
Source Article
Navigating the AI Revolution | Empowering Agencies with Generative AI - Inward Consulting
Forrester finds that 91% of US ad agencies are currently using, and exploring generative AI – Is that good or bad for clients and agency personnel?
In the rapidly evolving world of advertising, a new force is reshaping the industry: generative AI. According to a recent Forrester report, a staggering…
Original Research
Forrester
· Original study ↗
Methodology
Forrester survey of US ad agencies
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US ad agencies: 91% generative ai adoption or exploration rate. Source: Forrester (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/us-ad-agencies-generative-ai-use-or-exploring
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<blockquote cite="https://lighthousedata.io/data/us-ad-agencies-generative-ai-use-or-exploring" 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 or exploration rate for US ad agencies<br><small>Source: Forrester (2023) · <a href="https://lighthousedata.io/data/us-ad-agencies-generative-ai-use-or-exploring" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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