AI drives widespread adoption in US marketing agencies and fuels TikTok video creation

A Forrester and 4As study finds that nine out of ten U.S. marketing agencies now use generative AI, with half deploying autonomous AI agents for tasks such as content creation, media planning, SEO, competitive research and performance reporting. Agencies cite productivity gains—81% aim to boost team output and 63% seek cost reductions—but analysts warn that an over‑emphasis on efficiency may erode creativity, the core asset of the industry. The report highlights concerns about model bias, legal issues, privacy and a lack of specialized talent, noting that 61% still view AI tools as an operating cost rather than a revenue source.

Meanwhile, AI video generators are reshaping short‑form content on platforms like TikTok. Tools such as Google Veo, OpenAI Sora, Minimax Hailuo, Pixverse and ByteDance Seed can turn text prompts into vertical videos with automatic subtitles, synthetic voices and visual styling. A step‑by‑step guide outlines script input, AI‑driven rendering, human‑focused editing (e.g., with CapCut) and direct export to TikTok, illustrating how creators can produce polished clips in minutes without traditional filming or editing expertise.