Generative AI tools crept closer to the uncanny valley this year as tools like OpenAI’s Sora or Google’s Nano Banana, have flooded the market. Marketers have higher expectations than ever for AI to streamline marketing processes and save dollars. The novelty of generative AI has worn off and marketers want controllable, consistent tools that can be easily integrated into the creative ecosystem.
“If you’re using AI to automate a certain task, but then you have to move files from 15 different softwares, you’re not actually making your life more efficient,” said Freddy Dabaghi, chief transformation officer at Crispin.
This year has brought winners, losers and middleground contenders based on their integration capabilities, user interface and of course, final output. To get a better sense of how these tools performed this year, Digiday pulled together a 2025 agency generative AI report card ranking based on output, user experience and capabilities. This list is by no means exhaustive as generative AI tools continue to flood the market.
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