The In-House Advantage

The interim results from WFA’s In-House Use of AI research showed that only 17% of in-house agency leaders have integrated AI into their workflows.

It comes as no surprise that AI was a major focus at Cannes in 2025, reflecting its growing role across all areas of marketing. But perhaps what was less discussed on the Croisette was how in-house agency leaders can play their role.

In particular, growing in-house teams need to be able to answer the following questions: What is AI capable of? How do we empower teams with the right tools? How do we use it safely and where does our brand stand on AI-generated content?

At our meetings in Cannes, we presented the interim results from WFA’s In-House Use of AI research. It found that only 17% of in-house agency leaders have integrated AI into their workflows, with 61% of in-house agencies still in early experimentation stages.

Given AI’s growing presence in daily life, these number suggests that teams may face barriers in adopting AI. Other WFA research has suggested that key barriers are legal and ethical: 71% of survey respondents cite ethical worries, and 57% are concerned about data privacy and copyright.

When WFA’s In-House Forum came together in person for the first time during Cannes Lions – hosted by OLIVER agency – in-house agency leads identified key takeaways on how in-house leaders could overcome these barriers and set their teams up for success.

What role does AI play within your brand?

From a brand owner perspective, AI is most often associated with efficiency and cost savings but much potential may be found in aligning with your brand’s mission and impact. An authentic integration of AI can create meaningful value that resonates with both internal teams and consumers.

One WFA member is doing just that and leveraging AI to help drive a broader strategic goal to transform the culture of their sector for the better.

Is tech overshadowing your people?

In-house teams have the potential to be enablers of marketing transformation but change often starts with investing in your people. Technology brings uncertainty – AI can be viewed as a threat – so looking after your teams will help build confidence and stability.

With a people-first strategy, in-house leaders can best support their marketers through training, role clarity, and strong change management. This is a mindset that one WFA member highlighted, referencing ‘an AI sandwich’ that has technology in the centre and people on either end to ensure human touch is still part of the process.

How can you turn potential into practice?

Real-world use cases can help demonstrate AI’s value across marketing – from creative development to operational efficiency. In-house teams, with their cross-functional view of the organisation, are well positioned to help lead this shift.

For instance, one WFA member uses AI for legal brand vetting and automated imagery, which shows how quick wins can build momentum and bolster confidence in adoption.

Choose the right tools

Selecting the right AI tools isn’t just about functionality – it must also meet security and compliance standards. In-house teams often know the brand inside and out and can orchestrate implementation, with ethics and governance at the forefront of their decision-making.

Many AI platforms now offer scalable content creation, centralised workflows and strong data protections, features that are critical for ensuring responsible, compliant outputs.

Making AI a strategic advantage in-house

AI adoption is a dynamic, evolving process that requires agility, shared ownership and a clear, adaptable vision. As AI influences every facet of marketing, cross-functional collaboration becomes essential and in-house teams can lead the transition and act as the conductor of change in a digital era.

This proximity brings three key advantages:

1. Speed – no more external bottlenecks
2. Security – full control over data and IP
3. Talent – your best people at the brand’s core

As one WFA member eloquently summarised: “The role of in-house agencies is to drive the adoption and responsible implementation of AI, leveraging its proximity to the brand and the full marketing value chain.”

With deep brand knowledge, full data ownership and hands-on experience, in-house teams may be uniquely positioned to lead transformative change.

The full report on AI and in-housing will be published in Q4 2025. If you have any questions regarding WFA’s In-House Forum or this research, please contact Brenna Brandes.