AI is changing the hiring practices of marketing agencies | MarTech

"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."

"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. MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page's content was written by either an employee or a paid contractor of Semrush Inc."

AI is driving a major transformation across marketing agencies, prompting purposeful reinvention of services, team structures and skill requirements. Execution work is increasingly absorbed by AI, causing 57% of agencies to slow or pause entry-level hiring and 54% of large agencies to plan significant headcount reductions within three years. Agencies are hiring for AI-focused roles that combine creative and technical skills, with 75% actively recruiting such talent. A strong majority, 91% of agency leaders, expect overall headcount to decline as value shifts toward senior-led strategic work. The findings reflect responses from 225 U.S. agency leaders across small, mid-sized and large firms in August 2025.

Read at MarTech