Source: Featured Blogs - Forrester
Forrester's analysis identifies a persistent gap between creative technology innovation and actual adoption—the category has failed to move from niche experimenter tools to mainstream infrastructure despite years of investment and hype. The bottleneck isn't invention; creative workflows remain human-dependent and martech vendors have focused on automation rather than solving the actual pain points agencies and brands face: asset management, approval workflows, speed-to-market for variants. Until creative tech vendors build practical systems that augment existing production pipelines instead of chasing "AI replaces creatives" narratives, the category will continue fragmenting into point solutions rather than consolidating as a core business tool.