Brand leaders are talking about their agencies, and it’s not all good.
The 2026 Marketing Talent AI Impact Report asked senior marketing leaders how AI is changing their relationships with agencies. What he said is an alarm bell: Some brands are pulling work-from-home. Some are demanding rapid change at low cost. Some are questioning whether their agencies can do this.
But it’s not all disappointing news. The report also shows where agencies are winning.
But AI for Agencies SummitPresented by ScreenDragon, Mike Caput speaks with Will Reynolds to discuss what the research says, what it means for agencies, and what the smartest leaders are doing about it. No sugar coating. No promotion. Just an honest conversation about where things stand.
Why does this matter to agencies?
will reynolds The agency is not just an observer of change. He is living it.
As Founder and CEO of seer interactive, Will has spent over two decades building one of the most respected digital marketing agencies in the industry. He is also a member of the Marketing AI Industry Council, the group of experts behind this report.
That dual perspective, agency leader and industry researcher, leaves Will uniquely prepared to understand what brand-side marketers want and how agencies can serve them.
You should pay attention to what they are saying.
AI adoption is now an expectation
One of the clearest signals from the council’s research is that AI fluency is no longer optional. This is becoming a baseline expectation not only for in-house teams, but also for the agencies they employ.
As Will shared in his council survey response:
“I believe that the total addressable market of companies willing to accept marketing staff who have not been involved in AI is shrinking. This is now becoming an expectation, which puts pressure on the job market for marketers who have not reached the level.
“Workers at this juncture should expect that the more aggressive their leaders are about using AI, the more likely those leaders will be to see people adopt them.”
For agencies, the implication is clear. The question isn’t whether your agency uses AI or not. How strategic, how transparent and how effective it is.
what’s really working
The council’s research revealed patterns among organizations making real progress with AI. One theme emerged: The agencies and teams that are succeeding aren’t treating AI as a side project. They are investing real resources, with real authority, to create real change.
Simply put, leaders need to put the right people in the right places and give them internal authority, autonomy, and budget to transform into an AI-forward company.
“I think this is the biggest change we’ve made to really help AI execution,” Reynolds said.
It’s not about chasing the latest devices. It is about building the infrastructure, culture and capabilities to make AI a sustainable competitive advantage.
What you will learn in this session
During this conversation, Mike and Will will discuss:
- What brand-side marketing leaders are really thinking about their agency partners
- Where agencies are winning and where they are falling behind
- 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 or work inside an agency, this is the conversation you need to hear.
Get a full report after the session
attendees of AI for Agencies Summit There will be access to download the full 2026 Marketing Talent AI Impact Report following the event. The report explores nine key topic areas related to AI and marketing talent, including recruiting, AI literacy, governance, the evolving role of AI agents, and the future of agency partnerships.
Join the conversation at the AI for Agencies Summit
Will Reynolds joins Mike Kaput for “What Brands Are Really Saying About Their Agencies” at the AI for Agencies Summit, a free, virtual event taking place February 12 for agency leaders and teams looking to adopt AI.
- 12 February
- free registration
- Virtual
Register for the AI for Agencies Summit
If you want an honest look at how AI is reshaping brand-agency relationships, and what you can do about it, this is a session you won’t want to miss.
Learn more from Will Reynolds
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About Will Reynolds
Will Reynolds, Founder and CEO of Seer Interactive, is a globally recognized thought leader in SEO and digital marketing. In 2002, when his then-boss wouldn’t allow him to volunteer on his lunch break, Will launched Seer with a vision to combine digital expertise with a deep commitment to community impact.
Under Reynolds’ leadership, Sear has expanded into a top-tier digital marketing agency providing services including SEO, paid media, analytics and creative. Ranging from mid-size to Fortune 500, Seer serves clients in banking, higher ed, SaaS, high tech and pharma.
As a certified B Corp, the Seer team is dedicated to crushing their clients’ goals and uplifting their community – and each other, full stop.
Will is a member of the Marketing AI Industry Council, the group behind the 2026 Marketing Talent AI Impact Report.
About AI Summit for Agencies
The AI Summit for Agencies brings together agency leaders and practitioners to explore how AI is reshaping agency models, services and growth.
Want to hear from Will and five other agency leaders? Register for free, virtually AI for Agencies Summit 2026Taking place on 12th February 2026.
