Most agency-side marketing strategists say their discipline is at a crossroads and often considered expendable by clients, according to recent research from WARC.

The report was based on data from a survey conducted in August 2025 among 1,127 strategists from around the world.

Some 80% of respondents agree that strategy is at a crossroads and must adapt to be relevant, and 62% agree that strategy is often treated as expendable by clients when time or budgets are tight.

Strategists say the most significant opportunity they have to bring value over the next 12 months is in helping clients navigate industry disruption and identify growth opportunities (52% say so).

Most (78%) respondents agree that AI will accelerate the overall strategic development process.

Some 37% of respondents agree AI will eventually learn to take the lateral strategic leaps that humans can, whereas 34% disagree with that assessment.

About the research: The report was based on data from a survey conducted in August 2025 among 1,127 strategists from around the world.