The Spark Report – Autumn/Winter 2026/27

AI in agencies: Where’s the value?

Change the work to capture the value.

Coming Tuesday 3 November

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What’s inside

  1. 01

    AI is now everywhere in the work

  2. 02

    Usage doesn’t equal value

  3. 03

    Redesign the workflow

  4. 04

    Pricing follows the work

  5. 05

    Who does the work now?

Written by

Asta Vallis, Marketing and Insights Executive, Spark AI
Asta VallisMarketing and Insights Executive
Emma Wharton Love, Co-Founder and CEO, Spark AI
Emma Wharton LoveCo-Founder and CEO
Jules Love, Co-Founder, Spark AI
Jules LoveCo-Founder and Chief Product Officer
  • 4th editionof our benchmark of AI in agencies
  • 80+agencies and brand teams worked with, from independents to global networks
  • Oxfordwe teach on the AI for Business programme at Saïd Business School
  • ShiftJules wrote the #1 bestselling book Shift – AI for Agencies

While you wait

See where your agency stands today, or catch up on our last edition.

Get your free AI Maturity Score Read the Spring 2026 report

The Spark AI Maturity Model®

  1. Stage 1ExperimentationIndividuals experiment. No shared approach yet.
  2. Stage 2AdoptionShared tools, training and a policy are in place.
  3. Stage 3OptimisationAI reshapes how you work and how you charge.
  4. Stage 4TransformationAI changes what you sell.

The free score places your agency in one of those four stages in minutes and advises you what to do next to move to the next stage.