Is the use of artificial intelligence expected to result in a reduction in headcount at marketing and advertising agencies? What sorts of AI-focused roles are agencies hiring for? How good is AI at handling current functions?
To find out, researchers at Sunup conducted a survey in August 2025 among 225 senior agency leaders.
Some 91% of respondents say they see a future in which agency headcount is somewhat or substantially reduced because of AI.
Some 52% of agency leaders say their firm is already developing or deploying AI-powered agents.
More than half of respondents say their firm is looking to hire for the AI-focused roles of AI content/design specialist, AI strategy/innovation lead, and marketing automation manager.
Agency leaders say AI is currently most mature at handling training/upskilling, internal knowledge management/documentation, and web/UX design.
About the research: The report was based on data from a survey conducted in August 2025 among 225 senior agency leaders.
