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SoDA · January 2026

Agency Outlook Study '26

SoDA's Agency Outlook Study '26 (January 2026; n=251, fielded Q4 2025) found that 39% of agencies say clients already expect lower prices because of AI.

Read the original report ↗Cite2 min read · Summary updated
Top client requests and expectations related to AIPercent of agency leaders reporting each client request, Q4 2025
Help with AI strategy and implementation
45%
Faster delivery on projects
45%
Lower fees for services
39%
Self-service tools for brand content
30%
Help with AI training for staff
30%
Limiting use due to legal concerns
28%
Help creating custom brand models
28%
Taking more work in-house
26%
Source: SoDA, Agency Outlook Study '26, 2026, p. 10.

Key findings

  1. 01
    81% of agencies use AI for creative ideation and 76% to automate or accelerate routine operational tasks.
  2. 02
    39% say clients already expect lower prices due to AI; 45% say clients want help with AI strategy and implementation.
  3. 03
    35% are rethinking pricing and commercial models around AI; 71% agree AI will change the number and types of roles they employ.

By the numbers

39%of agencies say clients already expect lower prices because of AI
35%are rethinking their pricing and commercial model around AI
71%agree AI will change the number and types of roles they employ
New processes and focus are the biggest hurdles to AI transformationPercent of agency leaders citing each challenge for AI transformation, Q4 2025
New processes and workflows
59%
Determining where to focus AI strategy
58%
Picking the right technologies
41%
Managing team concerns and adoption
41%
Repositioning the agency around AI
38%
Pricing or commercial model for AI
35%
Costs of investing in new tech
28%
Costs of employee training
26%
Source: SoDA, Agency Outlook Study '26, 2026, p. 9.

What it means for you Draft

For executives at $10–100M companies

For agency and consultancy owners, this is the pricing conversation arriving in data: clients are starting to expect AI savings to show up in fees. The same survey shows clients asking for AI help, so the practical question may be whether we move from selling hours to selling outcomes or new AI-related services before clients force the change.

Limitations

Medium trust.Transparent sample profile; self-reported; SoDA member network skews digital; co-sponsored by Webflow, a website platform vendor.

About the publisher: An agency trade group; this study was sponsored by Webflow.

Cite the original

SoDA. "Agency Outlook Study '26." January 2026. https://www.sodaspeaks.com/research

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