Agencies Pick Google's Full Stack Over OpenAI's Standalone Model
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Key Takeaway
Google pulled ahead of OpenAI as agencies' preferred AI partner not because its models are superior, but because its stack – spanning audience data, measurement, creative tools, and activation channels – lets agencies run end-to-end marketing workflows without stitching together competing vendors. Forrester and 4As research confirms that agency leaders are now choosing ecosystems over individual models, treating Google the way they once treated Adobe: as foundational infrastructure. Senior leaders evaluating AI spend should stop benchmarking models in isolation and start asking which vendor closes the gap between data, creative, and execution inside their existing workflow.
Google pulled ahead of OpenAI as agencies' preferred AI partner not because its models are superior, but because its stack – spanning audience data, measurement, creative tools, and activation channels – lets agencies run end-to-end marketing workflows without stitching together competing vendors. Forrester and 4As research confirms that agency leaders are now choosing ecosystems over individual models, treating Google the way they once treated Adobe: as foundational infrastructure. Senior leaders evaluating AI spend should stop benchmarking models in isolation and start asking which vendor closes the gap between data, creative, and execution inside their existing workflow.
Originally reported by Forrester Research Blogs. Read the full story here.
