AI Paves Way for Agencies' Transforming Business Structures According to Forrester's 2024 Forecast
Heads up, folks!
The future of agencies in 2024 could be a thrilling ride, according to Jay Pattisall, a principal analyst at Forrester. He predicts they'll take their learnings from experimenting with AI in 2023 and put them into practice next year.
Brace yourselves for a significant shift as agencies abandon traditional service offerings and instead focus on selling productized marketing technology solutions. Already, the biggest players have been on the move, hiring tech and engineering talent to develop and manage their audience targeting platforms and data storage.
Don't be fooled by the futuristic buzz - these changes have already started to unfold in the marketplace.
You guessed it - AI, in all its forms, is going to be the backbone of this revolutionary approach.
So don't be surprised if AI starts playing a more significant role in content creation, personalization, and engagement strategies, or even in the automation of routine tasks to free up human creativity for more strategic and innovative work. AI might also become a power player in advertising, possibly altering how agencies approach campaign optimization and targeting.
Want to get more personalized experiences? Agencies might leverage technology to offer just that, enhancing customer engagement and marketing strategies with data-driven insights. They might even adapt to voice search strategies and conversational marketing to align with evolving consumer behaviors.
Prepare for more immersive brand experiences too, thanks to the widespread use of technologies like augmented reality. It's all about delivering a tailor-made experience, thanks to AI and marketing technology.
Remember, these predictions are fueled by broader trends in digital marketing and technology, so they hold valuable insights for understanding the ever-evolving role of marketing technology and AI within agencies. It's an exciting era ahead!
Agencies in 2024 are expected to capitalize on artificial intelligence (AI) by integrating it into content creation, personalization, and engagement strategies, transforming traditional service offerings into productized marketing technology solutions. Moreover, AI is projected to significantly impact advertising, potentially revolutionizing campaign optimization and targeting.
