Generative AI in Creative Production: How Brands Are Restructuring Agency Relationships and Production Budgets

The WFA surveyed 85 multinational brand marketers and found that 62% have reduced external creative production agency spend by at least 15% in the past 12 months, directly attributing the reduction to in-house generative AI tooling. The report examines which production categories are most affected — including asset localization, social video, and display banner production — and what this means for the agency model. It also addresses brand safety and IP ownership concerns that remain unresolved in AI-generated creative.

The WFA surveyed 85 multinational brand marketers and found that 62% have reduced external creative production agency spend by at least 15% in the past 12 months, directly attributing the reduction to in-house generative AI tooling. The report examines which production categories are most affected — including asset localization, social video, and display banner production — and what this means for the agency model. It also addresses brand safety and IP ownership concerns that remain unresolved in AI-generated creative.