As AI Use Expands, B2B Marketers Become More Selective About Agency Spend

2026-07-15 · Source: Featured Blogs - Forrester · Field: Business & Management — Marketing, Branding & Advertising, Consulting & Professional Services, Corporate Strategy & Leadership · Depth: Intermediate, short

Summary

B2B marketers are becoming more selective with agency investments, driven by AI-enabled efficiencies that allow them to bring more brand and communications work in-house. While 93% of respondents to Forrester's 2026 B2B Brand And Communications Survey use agencies, investment growth has significantly slowed, with the share of marketers expecting budget increases falling 13 percentage points from 2025 to 2026. This slowdown is particularly evident in digital marketing, where expected spend increases dropped from 51% to 31%, and content creation, which fell from 41% to 26%. Despite this, marketers seek agency support for operationalizing AI, revealing a disconnect where over half prioritize AI readiness in agency selection, but few are satisfied with current agency capabilities. This creates a differentiation opportunity for agencies to develop specialized AI expertise in strategy, analytics, workflow transformation, and training.

Key takeaway

For marketing leaders evaluating agency partnerships, recognize that AI-driven efficiencies are shifting value propositions. Your teams are bringing more work in-house, but you still need agencies for AI operationalization. Prioritize agencies demonstrating concrete expertise in AI strategy, analytics, workflow transformation, and training. Agencies failing to support your AI adoption mandates risk becoming irrelevant to future investment decisions. Focus on measurable outcomes and real-world proof points when selecting partners.

Key insights

AI-driven efficiencies are reshaping B2B agency value propositions, compelling marketers to seek specialized AI expertise and agencies to differentiate.

Principles

• Marketers prioritize agency value.
• AI adoption drives productivity.
• AI expertise defines agency growth.

In practice

• Build AI roadmaps and governance models.
• Apply AI for improved analytics and insights.
• Redesign marketing workflows for efficiency.

Topics

• B2B Marketing
• Agency Management
• AI Adoption
• Marketing Strategy
• Workflow Automation
• AI Upskilling

Best for: Executive, Entrepreneur, Marketing Professional, Consultant, Director of AI/ML

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Editorial summary, takeaway, and curation by AIssential. Original article published by Featured Blogs - Forrester.