Basis Technologies’ 2025 Advertising Agency Report, released on April 17, 2025, reveals that 98% of agencies have integrated AI into their workflows, marking near-universal adoption. The survey, conducted with over 170 senior agency leaders in North America, highlights a surge in generative AI use, with 40% of respondents using it daily, up from less than 10% in 2023. This rapid shift underscores AI’s transformative role in digital advertising, driving efficiency and strategic decision-making.
98% of agencies use AI in workflows, per Basis Technologies’ survey.
40% of agency professionals use generative AI daily, up from 10% in 2023.
76% of leaders plan to increase AI investment in the next 12 months.
Top AI uses include ideation (86%) and research (72%).
85% report higher brand safety risks due to AI-generated misinformation.
51% of agencies manage 8+ adtech/martech tools, complicating workflows.
Basis Technologies’ March 2025 survey shows AI has become a cornerstone of agency workflows, with 98% adoption across North American and global agencies. “In the early days of AI, we knew it was going to be a transformative technology, but the speed of scale from experimental usage to full agency adoption is astounding,” said Katie McAdams, chief marketing officer at Basis Technologies. Generative AI’s daily use has surged to 40%, compared to just 10% in 2023, with 76% of leaders planning increased AI investments over the next year.
Agencies are leveraging AI primarily for ideation brainstorming (86%) and research (72%), with 77% seeking technology to automate processes. However, areas like data optimization and media buying remain underutilized, indicating untapped potential. Basis Technologies’ platform offers integrated solutions for programmatic, search, and social channels, addressing inefficiencies. The survey also notes that 51% of agencies juggle eight or more adtech/martech tools, up from 17% managing 10+ tools in 2024, highlighting the need for streamlined solutions.
Agencies face significant challenges, including inefficient processes (56%), rising costs (43%), and siloed systems (42%). Brand safety concerns are escalating, with 85% of professionals noting increased risks from AI-generated misinformation and relaxed content moderation on social platforms. Additionally, 61% of respondents believe digital advertising has become harder over the past two years, underscoring the complexity of managing modern campaigns amidst growing technological demands.
Basis Technologies’ 2025 survey confirms AI’s pivotal role in reshaping agency workflows, offering solutions to streamline operations and enhance campaign performance. As agencies increase AI investments and address challenges like brand safety and complex tech stacks, the industry is poised for a new era of data-driven, efficient digital advertising.
Basis Technologies is solving the advertising industry’s biggest problems with the most comprehensive advertising automation platform. As a unified command center for agencies and brands, Basis delivers an integrated suite of modular applications, each specializing in unique areas such as planning, operations, reporting, and financial reconciliation across programmatic, publisher-direct, search, and social channels. By closing system gaps, automating workflows, and streamlining data management, Basis empowers leaders to increase efficiency and productivity -- driving financial success for their organizations. Renowned for its dedication to both employees and customers, Basis creates more seamless operations and fosters a happier, more engaged workforce.
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