How Will AI Impact Marketing and Ad Agency Headcount?

Artificial Intelligence — Wed., Nov. 5, 2025

According to a survey from Sunup, 91% of agency leaders predict a reduction in headcount due to AI. Over half of these firms are already implementing AI and are seeking specialized roles like AI content/design and marketing automation.

While AI is most advanced in training/upskilling, knowledge management, and web/UX design, agencies are looking to hire for advanced roles. The report, based on data from 225 senior agency leaders, was conducted in August 2025 by Sunup.

Agency leaders predict AI will have a significant impact on the marketing industry, with a majority expecting a decrease in headcount. The report also revealed that AI is most mature in certain areas, but agencies are still seeking to hire for more advanced roles. This survey was conducted by Sunup in August 2025 with 225 senior agency leaders providing data.

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