AI is rewriting the rules of the agency-client dynamic – not just tweaking workflows, but transforming everything from creative development to campaign delivery. As tools like ChatGPT, Midjourney, and real-time analytics become part of the everyday toolkit, clients are moving faster, expecting more, and getting hands-on with their marketing. The ripple effect? Agencies are being challenged to adapt – rethinking their value, their pricing models, and their role as strategic partners. FutureWeek spoke with leaders across agency, consulting and tech to unpack how AI is reshaping client expectations, redefining collaboration, and forcing a reinvention of the agency model itself.
Kat Patterson, Managing Director, Art of the Possible
“AI isn’t just changing the agency-client relationship – it’s revolutionising it. And in my view, it’s doing so for the better. AI is stripping out inefficiencies, and that’s reshaping how agencies and clients work together in real time. Clients are making quicker decisions because AI helps them validate ideas instantly – no more waiting days for a research report when they can cross-check insights themselves in seconds. Feedback loops are tighter too. AI-generated summaries reduce ambiguity and lead to fewer rounds of revisions. Clients are more precise in their feedback and expect agencies to land it first time.
“Approval processes have been streamlined, with sentiment analysis tools helping clients gauge audience reactions before sign-off – reducing back-and-forth and minimising late-stage pivots. And for global clients, AI translation is a game-changer. With feedback now landing in real time across multiple markets, there’s no longer the usual lag – brilliant for efficiency, but it also means agencies have to be constantly on and able to respond at pace. Far from being a threat, AI is the ultimate enabler. It frees up time for agencies to do what we do best: think, push, and create. We’re spending less time on the mundane and more on delivering bold, strategic ideas that drive real results. AI doesn’t replace the agency – it supercharges it. And the agencies who embrace it will not only thrive but help clients unlock entirely new ways of working.”
Kevin Dean, CEO and Founder, Manobyte
“AI is fundamentally changing how companies work with agencies. More businesses are realising they don’t need to rely on external partners the way they used to. Research and analytics that once took weeks can now be done in-house with AI tools. It’s faster. It’s more affordable. And it gives teams more control. Companies are also creating highly personalised experiences for customers at a fraction of the traditional cost. Lenovo is a perfect example. They cut 90 percent of their third-party content creation costs by using AI to generate tailored marketing materials internally. That’s not just a cost win. That’s a signal that the old agency model is under pressure. Another clear sign of the shift is what Coca-Cola recently did. They used a custom version of OpenAI’s GPT and DALL·E models to generate creative ad concepts and branded content. This used to require a team of creatives, multiple rounds of revisions, and hefty agency fees. Now they’re prototyping campaigns in days, not weeks, and doing it with fewer external resources.
“Agencies are at a crossroads. The old model of long retainers, slow creative cycles, and vague ROI is running out of road. Clients are moving faster. They’re bringing AI in-house. They’re already doing what agencies used to own. To stay relevant, agencies need to shift quickly and find new ways to add value. This means becoming more strategic, more AI-driven, and more integrated with the client’s internal teams. It’s no longer about just delivering assets. It’s about guiding clients through what to automate, what to personalise, and how to scale it all. Pricing models will have to change. Clients won’t pay premium rates for things they can generate in seconds. Fees will need to reflect business outcomes, not billable hours. Most importantly, agencies need to raise the bar on creativity. AI can produce good content. Agencies need to deliver bold ideas that cut through the noise. The work has to be smarter, more relevant, and tailored to the individual. It also has to move faster than ever. The future agency won’t be a vendor. It will be a transformation partner with creative firepower and strategic depth.”
Kirsten Hopstaken, Founder, GYBO Marketing
“The rise of AI has changed client expectations. Many assume that tasks like content creation can now be handled entirely by technology, and that marketing can be automated at the push of a button. While AI is a powerful tool that we use to increase efficiency, it doesn’t replace the core of what makes marketing effective: human insight, creativity, and authentic brand storytelling. This shift has made our client relationships more consultative. We’re having deeper conversations about the role of AI – what it can and can’t do. We explain that while AI can help spark ideas or produce a first draft, it’s not a plug-and-play solution.
“The real value comes from tailoring content to match the client’s voice, business goals, and unique market position—something only a human can do. What’s changed is how collaborative the process has become. Clients are more engaged in shaping their brand message, and we’re working closely together to make sure the final product is not only faster to produce, but also more meaningful and impactful. Ironically, AI hasn’t distanced us from our clients – it’s brought us closer, as we help them navigate this new landscape with clarity and purpose. When used correctly, AI enhances the work. But it’s the trust, communication, and human connection that drive real marketing results – and strengthen the client-agency relationship in the process.”
Nicola Hughes, Head of SEO, TAL Agency
“Before AI reached the level it is at today, the agency-client relationship was more traditional and often involved slower and fewer data-driven processes. Agencies would rely heavily on their own intuition and past experiences, along with laborious manual data collection to create campaigns, which could lead to a more generalised approach. The feedback loop between agencies and clients was typically slower, with clients receiving performance updates during scheduled weekly or even fortnightly meetings, rather than in real time. This made it harder to adjust campaigns on the fly, often resulting in missed opportunities or delayed responses to market shifts and trends.
“Clients would also have limited visibility into the day-to-day progress of campaigns, leading to a more reactive relationship, where agencies would present reports after the fact, rather than enjoying a more collaborative process. With the introduction of the AI tools we’re familiar with today, these processes have become more efficient, personalised, and transparent across the board. Real-time data analysis and automation now allow agencies to be more proactive and adjust campaigns in real-time, as well as being able to deliver faster, more customised results. As AI continues to evolve, the ways agencies and clients interact with one another will also continue to adapt and change. Agencies will be able to leverage more advanced predictive analytics and machine learning algorithms to predict market trends, customer behaviour, and even client needs with far greater accuracy. This will allow agencies to become more proactive, offering foresight and strategic recommendations well before challenges of opportunities come to light. Agency-client relationships will move beyond simply executing campaigns to being a true partnership, with agencies acting as strategic advisors who use AI to continuously optimise and fine-tune strategies in real time.”
Ed Lee, Executive Client Partnership Director, OLIVER
“For some time now, brands have needed to do more with less and so they’ve rightly expected more from their agencies. AI has the potential to not just level up marketing plans but supercharge them. In my experience, those getting the most out of AI today are the agency-client partnerships that prioritise collaboration and experiment through hands-on play. The speed at which AI is evolving, and its wide-reaching application means the subject matter knowledge gap that has traditionally existed between clients and agency staff has closed significantly.
“Understanding the theory of AI’s potential to transform business is not enough. Agency staff need far greater ‘hands on the tools’ experience; partners who can consult with clients, collaborate and forge the path ahead. In the future, we can expect to see more collaboration, and more open experimentation. Given how fast things are moving, making predictions is risky. So, here’s a warning instead – the biggest mistake brands and agencies can make is to think AI is something ‘coming in the future’. As the technology continues to advance, the gap between early adopters and followers will widen. Don’t get left behind in this technological revolution.”
Rikke Wichmann-Bruun, Managing Director, Client Service, Cheil UK
“The old model, with neat briefs, structured feedback rounds, and success measured by delivery, no longer applies. Today, clients come armed with prototypes, Midjourney mock-ups and ChatGPT-generated copy. They’re more hands-on, informed and experimental—which keeps agencies on their toes. That’s a good thing. But it means our role must evolve. We’re no longer just delivering assets, we’re guiding, advising and co-creating. Clients expect us to lead, not follow; to help them make smart, brand-right decisions in an AI-enabled world. We’re moving from “Here’s the brief” to “Let’s build this together.” That shift demands more humility, deeper listening and genuine collaboration. It’s about building trust, and treating clients as equals, not just stakeholders. AI is also changing expectations around speed. I’ve seen agencies produce 100+ copy variations in hours and localise campaigns overnight. Manual workflows are fast becoming obsolete.
“But just because we can move fast, doesn’t mean we always should. AI can accelerate delivery, but it can also compromise quality. I’ve seen content rushed out before it’s ready, or work that no longer feels true to the brand. That’s where the best agencies stand out. They don’t just use AI — they understand it. They know when to push, when to pause, and how to balance pace with creativity, accuracy and cultural relevance. They stay human. They ask the right questions. And they help clients navigate this shift with clarity and confidence. Because the heart of great work hasn’t changed — it’s still built on trust, thoughtfulness and strong partnerships. Even when everything else is evolving.”
Charlie Riley, Chief Marketing Officer, OneScreen.ai
“AI can take some of the planning work or creative conception away from agencies and put that into the hands of internal teams, but an outside expert perspective is still extremely helpful (and necessary for success). AI is also speeding up execution. While it still needs a human in the loop for many functions, it is reducing costs for some needs, which can be funnelled into other deliverables that are not being replaced by large language models.
“In-house teams can use AI to do some of the work they typically relied on agencies for in the past, like content strategy or research, at a fraction of the cost and time. Conversely, agencies can evolve their offerings based on different budgets and use cases. For example, I spoke with an agency owner colleague who said they did creative rebrand work for a nonprofit client. The nonprofit typically couldn’t afford their rates using only human design work, but by using AI and disclosing it, they could provide three creative concepts with the assistance of AI tools. The agency could service a new client, and the nonprofit received professional design work at a price they could afford. It seems to be evolving depending on the aptitude and interest of internal brand teams to execute some work using AI, but it can also allow agencies to focus on their strengths using AI as a tool alongside human experts. As technology continues to evolve, agencies will also need to evolve continuously, just like internal marketing teams.”
