The state of AI: Where WPP, R/GA, IPG and other marketers stand in 2025

Generative AI was a big part of marketing discussions throughout 2024, as brands and agencies became eager to invest in AI tools to do everything from creating internal workflow efficiencies to producing consumer-facing ads. These discussions will continue into 2025, and a lot of the industry hype around the technology revolves around the potential for it to make marketers’ jobs easier, faster and more efficient. But some industry experts say there’s a risk of over-relying on automated ad creation.

Another factor in the AI picture that will carry into the new year is the prospect of AI-generated or altered content being labeled as such. Marketers are hesitant to see “made with AI” labels slapped across their creative campaigns, as such a label doesn’t differentiate between content completely generated by AI or content in which AI tools were simply used to help during the creation process — despite the fact that those are two different things.

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