Working with agencies

71% of those surveyed plan to continue to use agencies at the same level or more in 2025.

For the second consecutive year, senior technology marketers surveyed for AMP are maintaining—or increasing—their reliance on agencies. Nearly 40% of respondents plan to deepen agency partnerships in 2025, while over 70% expect to sustain or expand agency use at current levels. (So much for the narrative that the growth of in-house teams and AI would make agencies obsolete.)

Yes, many internal teams are leaning into generative AI to produce marketing content faster and at lower costs. But speed isn’t strategy and volume isn’t quality. The reality is that most AI-generated content must be refined by humans before it’s ready for market consumption. So, while internal teams may want to keep more work in-house, not every organization has the storytelling talent, bandwidth, or creative instincts to turn AI outputs into something on-brand and impactful.

This is why agencies aren’t just sticking around—they’re thriving. The role of agencies is evolving, but the demand for strategic oversight, creative excellence, and execution at scale isn’t going anywhere.