Combining human efforts and automation can help agencies succeed in the post-COVID world: Forrester

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 25, 2020, 3:19 PM UTC

According to a 2019 Marketing Land survey, 72% of respondents were neutral when asked how they felt about automation.

With the composition of media agencies in flux due to automation, smaller departments and job losses are going to get common.  This shift is expected to lead to reduce jobs by 11%.

Despite agencies being reluctant to embrace automation, the automated-agency models are expected to increase in a few years. As agencies struggle to recover from the pandemic, the importance of intelligent creativity is on the rise.

According to Forrester, intelligent creativity is the automated agency model that includes a combination of human and machine intelligence. Instead of replacing humans, agencies should embrace them both.

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