Forrester’s 2024 Predictions: AI Underpins Agencies’ Shifting Business Models

If 2023 was the year agencies experimented with AI, Forrester principal analyst Jay Pattisall believes that in 2024, agencies will put their learnings into practice. The analyst's 2024 agency predictions report expects agencies will double down on a years-long shift away from traditional services toward selling productized marketing technology solutions. The largest agencies are already...