AI Usage in the Communications Industry

Artificial intelligence (AI) is no longer a thing of the future, but a structural part of everyday work in the Belgian marketing and communications sector. This is evident from the new sector study “AI in Action,” conducted by PitchPoint based on input from 56 Belgian communication agencies.

The study examines ten domains in which AI tools are used and provides an overview of the most commonly used tools within each domain.

AI Usage: Widespread but Unevenly Developed

The research shows that AI is now widely adopted, though the level of maturity varies greatly across different application domains:

• Content creation: 100% usage

• Creative concept development and AI-driven design: 98% usage

AI tools accelerate creative processes, stimulate visual development, and inspire new ideas.

Other domains, such as Monitoring & Reporting and Ad Optimization, are growing rapidly (both 79%), while applications like Personalization & Predictive Marketing (39% usage) and especially Fraud Detection & Security (14% usage) are still in an early phase. These latter domains in particular require more technical, legal, and organizational maturity.

Benefits Agencies Experience with AI

The main benefits of AI according to the participating agencies are:

• 88% time savings

• 88% better personalization

• 55% cost savings

• 54% more efficient data analysis

• 45% improved client satisfaction

• Creative freedom and inspiration

• Higher quality and faster output

AI not only paves the way for greater efficiency, but also for enhanced creativity and deeper strategic insights.

Main Obstacles to AI Implementation

Alongside the many benefits, the following challenges are identified:

• 57% Privacy, ethics, and legal sensitivities

• 43% Lack of internal technical knowledge

• 23% Fragmented and rapidly evolving landscape of AI tools

• 21% Budgetary and time-related challenges

• 18% Internal resistance and mindset issues

Other obstacles include lack of governance and structure, and legal challenges from clients (such as IP issues and compliance requirements).

The road to AI adoption is not without obstacles. Agencies are actively investing in solutions such as training, partnerships, and strategic leadership.

AI as a Catalyst for Growth

The study makes one thing clear: artificial intelligence is no longer a hype, but a structural reality in marketing and communications. What seemed like science fiction just a few years ago is now a versatile tool used by almost every agency.

AI is gaining ground both operationally and strategically: agencies work more efficiently, create faster, gain deeper insights, and run more relevant campaigns. At the same time, there is growing awareness of the risks, ethics, and the need for clear governance — AI is being applied thoughtfully and with respect for values and humanity.

Notably, most of the widely used tools originate from the United States, raising questions about data protection and future alignment with the EU-U.S. Data Privacy Framework.

The sector shows a strong eagerness to learn and innovate: agencies are building their own ecosystems, organizing training sessions, and collaborating with academic partners. Yet there is also realism: AI requires investment and brings complexity. The key strength? Belgian agencies are using AI not only intelligently, but also consciously — as a lever for better ideas, stronger campaigns, and real added value for their clients.

This study is not an end point, but a snapshot of a rapidly evolving landscape. We hope it inspires, encourages reflection, and forms the basis for further dialogue, collaboration, and growth.

The future will not be built by machines, but by people who know how to use them wisely.

Interested in the full report?

Request a free copy of “AI in Action” by emailing chris.van.roey@hey.com.