By Kimeko McCoy
Publication Date: 2025-12-29 05:01:00
Generative AI tools moved closer to the uncanny valley this year, as tools like OpenAI’s Sora and Google’s Nano Banana flooded the market. Marketers have higher expectations than ever for AI to streamline marketing processes and save money. The novelty of generative AI has worn off and marketers want controllable, consistent tools that easily integrate into the creative ecosystem.
“If you use AI to automate a specific task but then have to move files around from 15 different software programs, you’re not really making your life more efficient,” said Freddy Dabaghi, chief transformation officer at Crispin.
This year has produced winners, losers, and middle-of-the-pack contenders based on their integration capabilities, user interface, and of course, the bottom line. To get a better sense of how these tools performed this year, Digiday created a 2025 agency generative AI reporting rating based on performance, user experience, and capabilities. This list is by no means…
