Build a Better Agency Podcast

Episode 504 Explore the Findings of the 2025 Agency Edge Research with Susan Baier

6 snips
Jun 2, 2025
Susan Baier, a research partner from Audience Audit, joins to unveil the findings of the 2025 Agency Edge Research. They explore how agency clients perceive AI, revealing that many are eager for transparency from their agencies. The discussion categorizes clients into three groups: AI Embracers, Skeptics, and Opportunists, each with unique expectations. Surprising insights show most clients don’t want to replace agencies with tech, but rather seek expert guidance. Agency leaders are encouraged to foster trust and grow their strategic value amidst AI integration.
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INSIGHT

Clients Desire AI Transparency and Guidance

  • Clients overwhelmingly trust agencies using AI if they are transparent about it.
  • Most clients want agencies to guide and educate them on AI use and regulations.
INSIGHT

Three Client AI Mindsets Emerge

  • Three client mindsets on AI emerged: Embracers, Skeptics, Opportunists.
  • Embracers see AI as a strategic tool complementing trusted agency relationships.
INSIGHT

AI Skeptics Worry but Stay Loyal

  • AI skeptics represent the largest group and harbor concerns about AI weakening agency relationships.
  • They worry agencies might be using AI too fast or secretly, though they don't want to dump agencies.
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