"The 2026 Marketing Data Report basically shows a gap between AI ambition and operational reality in marketing departments that's only getting wider. Which explains why agencies continue to beef up their AI smarts - as a means of helping to guide their clients through the morass of knowledge, strategy and technology to implement gen AI."
"The strength that Boathouse already has - the brand, the paid media that's so strong - overlaps with my passion and interest areas, which are martech, ad tech, the data pieces on the measurement side, and AI, that can be expanded and built upon the foundation that's already built."
"The agency aims to build a more rigorous way to connect paid, owned and earned so it can more clearly identify where incremental growth comes from and help clients act on it."
Generative AI adoption in marketing is creating significant pressure from C-suite executives, but many departments lack coherent strategies and necessary tools to implement it effectively. Research from Supermetrics reveals a substantial gap between AI ambition and operational reality in marketing organizations. Agencies are responding by strengthening their AI expertise to help clients navigate the complex landscape of knowledge, strategy, and technology. Boathouse, a Boston-based independent agency, exemplifies this trend by hiring Sonia Chung as its first chief strategy officer. Chung brings experience from Google, Salesforce, and Delaware North, combining client-side and agency perspectives. Her mandate focuses on integrating AI and data expertise internally and with clients, building more rigorous connections between paid, owned, and earned media to identify incremental growth opportunities.
#ai-adoption-in-marketing #marketing-strategy-and-operations #agency-hiring-and-talent #data-and-measurement #martech-and-ad-tech
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