AI Now Universal in Agencies, Training and Client Clarity Emerge As Next Frontier – IPREX Survey Finds

In response, IPREX, the top global network of independent communications and marketing agencies, has released Your Agency’s AI Reality Check Toolkit – a resource that turns staff‑level insights into concrete actions for agency leaders and their teams.

Time savings are significant.
More than half of respondents save at least three hours per week through AI use, and almost one in five save six to ten hours.

Training and clarity are the next frontier.
64 percent say they still need more AI training, and 61% have limited or no visibility into client AI requirements or preferences.

Policy and roles are evolving.
Few agencies have clear, documented AI policies understood by staff, and 64 per cent of respondents report changes in the kind of work they are being asked to do.

“Independent agencies have moved past the ‘if’ of AI and are deep in the ‘how’,” said Alexandra Mayhew, IPREX Executive Director. “This survey shows our people are confident and already saving meaningful time, but they’re also asking for more structure. The Agency AI Reality Check Toolkit is designed to help agencies turn that momentum into clearer training, policies and client conversations, without slowing innovation.”

Based on the IPREX 2026 Emerging Leaders Staff Survey of mid‑career professionals across member agencies globally, the toolkit gives agency leaders a front‑line view of how staff are using AI, where it adds value and where blind spots could impact performance, client trust and retention. It examines AI tool usage, training, client disclosure practices and the maturity of internal policies, and distils these findings into practical recommendations with clear actions for leaders and parallel guidance for staff.

"While the efficiency gains of AI are undeniable, our survey highlights that the human element - training, ethical clarity, and client alignment - remains central to its use,” according to Ann-Marie O’Sullivan, IPREX Global President and CEO, AM O’Sullivan PR. "The Agency AI Reality Check Toolkit is testament to the power of our global collaboration, providing a roadmap for agencies to bridge the gap between technical capability and long-term professional excellence.”

The Agency AI Reality Check Toolkit is freely available for download at www.iprex.com/agency-ai-reality-check