Brand leaders are talking about their agencies, and it’s not all flattering.
The 2026 Marketing Talent AI Impact Report asked senior marketing leaders about how AI is changing their relationship with agencies. What they said is a wake-up call: Some brands are pulling work in-house. Some are demanding faster turnarounds at lower costs. Some are questioning whether their agencies can keep up at all.
But it’s not all disheartening news. The report also reveals where agencies are winning.
At the AI for Agencies Summit, presented by Screendragon, Mike Kaput talks with Wil Reynolds to discuss what the research says, what it means for agencies, and what the smartest leaders are doing about it. No sugarcoating. No hype. Just an honest conversation about where things stand.
Why This Matters for Agencies
Wil Reynolds isn’t just an observer of agency transformation. He’s living it.
As Founder and CEO of Seer Interactive, Wil has spent more than two decades building one of the most respected digital marketing agencies in the industry. He’s also a member of the Marketing AI Industry Council, the group of experts behind this report.
That dual perspective, agency leader and industry researcher, makes Wil uniquely positioned to understand what brand-side marketers want and how agencies can serve them.
What they’re saying should get your attention.
AI Adoption Is Now an Expectation
One of the clearest signals from the Council’s research is that AI fluency is no longer optional. It’s becoming a baseline expectation, not just for in-house teams, but for the agencies they hire.
As Wil shared in his Council survey response:
“I believe that the total addressable market of companies willing to accept marketing staffers who are not engaged in AI is shrinking. It is now becoming an expectation, which then puts pressure on the job market for those marketers who have not leveled up.
“People working at this juncture should expect that the more aggressive their leaders are about using AI, the more likely those leaders are to be looking at people through the lens of their adoption.”
For agencies, the implication is clear. The question isn’t whether your agency uses AI. It’s how strategically, how transparently, and how effectively.
What’s Actually Working
The Council’s research surfaced patterns among organizations making real progress with AI. One theme stood out: the agencies and teams that are succeeding aren’t treating AI as a side project. They’re investing real resources, with real authority, to drive real change.
Put simply, leaders have to put the right people in the right places and give them the internal authority, autonomy and budget to make the transition to an AI-forward company.
“I think that is the biggest change that we’ve made to help us actually get to AI execution,” Reynolds said.
This isn’t about chasing the latest tools. It’s about building the infrastructure, culture, and capabilities to make AI a sustained competitive advantage.
What You’ll Learn in This Session
During this conversation, Mike and Wil will discuss:
- What brand-side marketing leaders are really thinking about their agency partners
- Where agencies are winning and where they’re falling short
- How AI is reshaping expectations around speed, cost, and transparency
- What the smartest agency leaders are doing differently
- Practical steps agencies can take now to stay competitive
This session is designed to be direct and actionable. If you lead an agency or work inside one, this is the conversation you need to hear.
Get the Full Report After the Session
Attendees of the AI for Agencies Summit will receive access to download the full 2026 Marketing Talent AI Impact Report after the event. The report explores nine critical topic areas related to AI and marketing talent, including hiring, AI literacy, governance, the evolving role of AI agents, and the future of agency partnerships.
Join the Conversation at the AI for Agencies Summit
Wil Reynolds joins Mike Kaput for “What Brands Are Really Saying About Their Agencies” at the AI for Agencies Summit, a free, virtual event happening on Feb. 12 for agency leaders and teams navigating AI adoption.
- February 12
- Free registration
- Virtual
Register for the AI for Agencies Summit
If you want an honest look at how AI is reshaping the brand-agency relationship, and what you can do about it, this is a session you don’t want to miss.
Learn More From Wil Reynolds
Follow Wil on LinkedIn
Check out Wil on YouTube
About Wil Reynolds
Wil Reynolds, Founder and CEO of Seer Interactive, is a globally recognized thought leader in SEO and digital marketing. In 2002, after his then-boss wouldn’t let him volunteer on his lunch break, Wil launched Seer with a vision to combine digital expertise with a deep commitment to community impact.
Under Reynolds’s leadership, Seer has expanded into a top-tier digital marketing agency offering services including: SEO, Paid Media, Analytics, and Creative. From mid-sized to Fortune 500, Seer services clients in Banking, Higher Ed, SaaS, high tech, and pharma.
As a certified B Corp, the Seer team is dedicated to crushing goals for their clients and uplifting their community – and each other, full stop.
Wil is a member of the Marketing AI Industry Council, the group behind the 2026 Marketing Talent AI Impact Report.
About the AI for Agencies Summit
The AI for Agencies Summit brings together agency leaders and practitioners to explore how AI is reshaping agency models, services, and growth.
Do you want to hear from Wil and five other agency leaders? Register for the free, virtual AI for Agencies Summit 2026, taking place Feb. 12, 2026.
