Artificial Intelligence: How agencies are driving AI transformation

Franziska von Lewinski, Observatory International: "There is great potential here, which customers should also make greater use of."

Generative AI has gained a foothold almost everywhere in the agency landscape. This is demonstrated by a recent study conducted by pitch consultancy Observatory International Hamburg in collaboration with the BVDW (Federal Association of German Engineers). According to the study, 98 percent of the more than 200 agencies surveyed are already using generative AI, 79 percent of which have been using it for one to three years.

Use is likely to become even more intensive in the future: 71 percent of agencies plan to increase their AI investments this year, far