New Study Reveals Client Concerns Over How Agencies Use AI

As AI becomes embedded in modern advertising, a new DMH/PROOF AI Research Study (September 2025) highlights a widening gap between adoption and accountability. Sixty-seven percent of organizations are already using AI, yet only one in three has a formal policy guiding that use. Most policies focus on intellectual property and brand protection rather than broader creative or ethical considerations.

The study shows a growing tension. Clients value innovation, but they’re increasingly cautious about how agencies apply AI in their creative and strategic work. Transparency stands out as the most emotionally resonant factor when companies evaluate potential partners, ranking ahead of cost savings and capability gains. Clients want honesty, not hype. They want to know where AI is used and the value it adds.

Research and idea generation are the most common daily applications of AI, followed by tasks such as email drafting, proofreading, and visual creation.

Common Uses of AI in Daily Work

Research and idea generation are the most common daily applications of AI, followed by tasks such as email drafting, proofreading, and visual creation.

Top Influences on Organizations with AI Policies

For organizations with AI policies, the strongest influences are accuracy, data leakage risks, IP ownership, and brand reputation. These priorities reflect a broader call for clarity about how AI fits into workflows and where human judgment still leads. Trust grows when agencies explain not just what AI can produce, but how it shapes the work itself.

Protect and Elevate

AI offers undeniable speed and efficiency, but its value depends on how it’s used. Forward-thinking agencies are learning the real opportunity lies not in automating originality but in enhancing it.

Many marketers seem to agree on that philosophy being central to their approach. We apply AI in targeted, intentional ways to enhance, ideate, and improve our work, not replace it. Every concept, campaign, and creative execution begins with human strategy and expertise. AI should enhance the process, not shortcut creativity.

AI as a Tool, Not a Replacement

AI is another tool in the toolkit…not the architect of ideas. Our stance is simple:

• Protect what makes clients unique.
  
• Use AI responsibly, transparently, and intentionally.
  
• Maintain originality and integrity in every deliverable.
  

This is not resistance to progress, it’s a commitment to purposeful innovation. By applying AI with transparency, precision, and respect, we uphold our clients’ competitive advantage while advancing our craft.

**Disclosure: This piece was proofed by AI, but approved by humans who still have better taste.