• Artificial intelligence (AI) and automation technologies will lead advertising agencies to handle more tasks with fewer workers in 2021, Forrester Research predicted in a report shared with Marketing Dive. The researcher forecast the trends will continue into next decade, with 11% of creative and media agency tasks expected to be automated by 2023 and 23% of the overall agency to be automated by 2032, as these technologies extend their reach into areas like finance, HR and account management.
• The agency landscape will start to look different as the number of small- and mid-sized marketing, ad tech and martech providers grows by at least 5%, Forrester predicted. Entrepreneurialism will flourish as agencies shed workers, flooding the marketplace with creative talent that will establish new businesses to deliver agency and marketing services.

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