AI is changing the hiring practices of marketing agencies
Agencies relied on entry-level talent for execution. Now, AI is doing that work — and fast.
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Marketing agencies are in a period of transformation, thanks in part to AI, and they’re using the opportunity to think about purposeful reinvention, according to a survey of agency leaders.
The report, “AI’s Effect On The Marketing Industry” (registration required), from Sunup found AI is already responsible for changes in the hiring practices of many agencies.
Agencies are fundamentally rethinking what they offer clients, how they structure their teams and what skills the marketer of 2030 will need to succeed, according to the report.
Among the findings:
- 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 report was the result of an August 2025 survey of 225 U.S. marketing agency leaders, at either the VP or C-suite level. Small, mid-sized and large marketing agencies were included in the report to ensure the results were representative of a broad swath of the industry.
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