Artificial Intelligence (AI) has become an essential tool in the world of marketing. The question is no longer whether a brand should integrate AI into its strategy, but rather how it’s doing it and with whom. But how are advertising agencies using it? On this topic, Google has some revealing data.
According to a recent report by Google and Boston Consulting Group (BCG), agencies are, on average, 35% more advanced than advertisers in applying AI to key marketing functions such as measurement, audience analysis, and content creation. However, only 42% of brands say their agencies have helped them understand how to apply AI solutions in their campaigns.
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That’s why it’s essential for brands to start thoroughly assessing their agencies’ capabilities—and to do that, there’s nothing better than knowing what to ask.
The 8 key questions to evaluate your agency’s use of AI
If you want to ensure your agency is truly equipped to integrate AI strategically, here are the questions you should be asking:
- How are you training your teams to use AI?
Ongoing training is the foundation for responsible and effective adoption of emerging technologies. Ask whether your agency has formal training programs or partnerships with tech firms to stay up to date. - How are you rethinking your data strategy?
AI needs data—and a lot of it. But more importantly, it needs organized, accessible, and relevant data. Evaluate whether your agency is adapting its tech stack to collect, analyze, and use data ethically and efficiently. - How are you using AI in creative development?
Creativity and technology can go hand in hand. Today, many agencies use AI to generate ad variations, detect trends in past content, and even personalize creative in real time. - How diverse is your AI tech stack?
A diverse toolkit—from natural language models to media automation platforms—enables agencies to better meet the specific needs of each brand. - How are you changing your commercialization model with AI?
Ask how AI is being integrated not only into campaigns but into the business model itself. The most innovative agencies use AI to deliver tailored solutions, save time, and scale results. - How are you measuring AI ROI and finding efficiencies?
Implementing tech isn’t enough. Your agency must be able to demonstrate how AI improves concrete KPIs such as conversions, engagement, or return on investment. - How are you scaling AI beyond pilot programs?
Many teams get stuck in proof-of-concept mode. A good agency should have a clear roadmap for scaling AI solutions across their operations and client campaigns. - How do you decide when to build or buy AI tools?
Knowing whether the agency prefers to build custom solutions or use third-party tools gives you insight into its level of specialization, tech independence, and strategic focus.
Agencies are leading the way in AI-driven marketing
The same Google and BCG report reveals eye-opening figures:
- Agencies are 57% more advanced in campaign measurement,
- 20% more in consumer insights,
- 22% more in audience reach,
- and 59% more in creative strategy, compared to advertisers.
This translates not only into more effective campaigns but also into smarter use of resources and more refined personalization.
The key: building a collaborative ecosystem
Adopting AI in marketing doesn’t mean handing decisions over to algorithms—it means empowering teams with tools that multiply their impact. Collaboration between brands, agencies, tech consultants, and data providers is fundamental to building smarter, more sustainable, and consumer-centric business models.
That’s why asking the right questions is not an act of control—it’s an act of strategic alignment. If your agency doesn’t have clear answers, it may be time to rethink the relationship or seek partners more committed to innovation.
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