The report explores how AI is reshaping marketing strategies and measurement. It highlights challenges faced by marketers in adopting AI, with only 43% recognizing its potential. The impending cookieless world poses a challenge, yet only 25% have taken action to prepare. While AI is widely embraced for campaign planning, its use for attribution models remains low at 36%. However, there's optimism about AI's role in enhancing creativity, with 53% expecting an increase in creative roles. The report emphasizes the need for marketers to harness AI effectively to navigate the evolving digital landscape.

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