At the ISBA Member Forum (Marketing Procurement) on 19 November 2025, participants were asked to complete a diagnostic on their agency’s AI capabilities. The results paint a clear picture: most agencies are still in the early stages of turning AI ambition into reality. Across dimensions of strategy, talent, infrastructure, and execution, the data shows that while agencies recognise AI’s potential, few have the clarity, confidence, or operational maturity to fully harness it.
Detailed findings are provided in this report.