How AI is changing what agencies offer — and whom they hire.
In August 2025, Sunup surveyed senior marketing agency leaders across the United States to understand what the rapid integration of AI means for the future of the agency model.
The findings reveal an industry in the midst of purposeful reinvention. While 100% of agencies now use AI in some capacity, the transformation goes far deeper than new tools in the tech stack. Agencies are fundamentally rethinking what they offer clients, how they structure their teams and what skills the marketer of 2030 will need to succeed.
Inside the report:
- 57% of agencies have slowed or paused entry-level hiring as AI absorbs execution work once handled by junior staff.
- 54% of large agencies plan significant headcount reductions within three years.
- 75% of agencies are actively hiring for AI-focused roles that blend creative and technical depth.
- 91% of agency leaders see agency headcount being reduced by AI as the value shifts to senior-led work.
The message is clear: Size is no longer a proxy for agency value. What matters now is how effectively senior expertise and technology are orchestrated together.
Download the full report to see how agencies are redefining their role in the AI-embedded era — and what signals marketers should look for when evaluating agency partners.