Most marketers believe generative AI is set to replace some of the services currently offered by marketing agencies, according to recent research from Funnel.
The report was based on data from a survey conducted between July and September 2025 among 238 marketers (49% work for an in-house marketing team and 51% for an agency).
Some 88% of in-house marketers believe gen AI will replace some of the services agencies currently provide to their company, and 72% of agency marketers believe gen AI will replace some of the services they currently provide to clients.
Some 68% of marketers say they'd like to see AI-driven automated insights implemented in their marketing strategy in the next 1-2 years, and 59% say they'd like to see autonomous customer journey mapping implemented.
Marketers say the AI-driven shifts in consumer behavior that'll most impact digital advertising in the next 2-3 years are the reduced use of traditional search engines and the increased use of AI chatbots.
About the research: The report was based on data from a survey conducted between July and September 2025 among 238 marketers (49% work for an in-house marketing team and 51% for an agency).
