As AI continues to reshape creative work, strategy, production and research, the second edition of the IPAi Forum, launched today (24 March) brings together a curated selection of tools highlighted by agency individuals who have contributed to the IPAi Forum, that are powering this transformation.
From image and video generation to autonomous agent frameworks, SEO optimisation, workflow automation and enterprise‑grade copilots, the IPAi Forum provides a clear overview of every AI tool mentioned, comparing capabilities and outlining where each tool sits in the evolving landscape.
In addition to this piece, the April issue, entitled: Turning AI enthusiasm into effective, governed practice, looks past the chat about Agentic AI and gets into the detail of how agencies are using it. It investigates how AI is reworking client-agency relationships and expectations and it explores how AI is impacting search. For those curious as to whether the AI bubble shows any signs of bursting, the Forum also hosts a GenAI Bubble Watch Tracker.
Says Paul Bainsfair, Director General, IPA:
“Our aim with the IPAi Forum is simple: to help agencies separate momentum from mythology as AI moves from novelty to necessity. This isn’t about worshipping the machine; it’s about putting it to work in the service of stronger ideas, sharper execution and better outcomes for our clients.
“In truth, little has changed and everything has. Little, because the fundamentals endure: originality, taste, judgment, responsibility, the insistence on work that is legal, decent, honest and truthful. Everything, because the tools now let us explore more paths, pressure‑test thinking and bring ideas to life at a pace none of us could have imagined. All that being said, the creative leap is still human.”
Full April edition contents breakdown:
AI trends
- Agentic AI: How agencies are successfully using the phenomenon
- How agencies should manage AI bias
- How is AI impacting search and how can adland help brands navigate this?
The future of the industry
- AI hasn’t pressed delete on creative and responsible advertising
- The industry must learn from the past and reframe generative AI as consumer tech, not business tech
- The new agency-client contract: how AI is redrafting expectations
Applied AI: how agencies are deploying AI
- The best creative work still has fingerprints on it
- Think of AI as doing the laundry so we can create better art
- With AI, my legal advice is the same now as it’s always been: apply common sense.’
Quick reads
Last updated 24 March 2026