The January 2026 report builds on the Winterberry Group’s paper published in June 2025. It examines the practical architecture, integration requirements, use cases, and adoption framework needed for successful enterprise implementation. It presents research from over 120 creative and media agencies surveyed across the US and UK on how creative intelligence is being activated today and what is required to scale adoption.
Over the past two years, the trillion-dollar advertising industry has shifted its focus from generalized marketing data to creative data and analytics. This shift calls not only for defining Creative Intelligence and collecting and analyzing data on creative effectiveness, but also for solutions that enable marketers to derive actionable insights into how individuals and households interact with creative and content.
