TL;DR

This is a 55-minute strategic webinar collaboration between Spark AI and The Wow Company analysing 2026 agency performance data. This session features Jules Love (co-founder of Spark AI) and Rory Spence (Commercial Director, The Wow Company) discussing the relationship between AI maturity, margin protection, and M&A due diligence. Key findings indicate that agencies embedding AI into client delivery grow faster than those focused solely on sales-side automation. The content provides a framework for transitioning from asset-based delivery to capability-building models.

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A COLLABORATION BETWEEN SPARK AI AND THE WOW COMPANY

AI strategy for agencies in 2026: Profit, pricing, M&A & what “good” looks like

Move from fragmented experimentation to organisation-wide capability. Unpack the latest benchmarking data on growth, profitability, and what clients (and potential acquirers) now expect.

In this strategic conversation Jules Love, co-founder of Spark AI and Rory Spence, Commercial Director of The Wow Company have a powerful discussion about protecting margins and navigating M&A due diligence in the AI era, and how to move from fragmented AI usage to organisation-wide capability.

Duration:
55 Minutes

Who its for:
Agency Founders, MDs, and Operations Leads

Core Outcomes:
AI Margin Protection, Pricing Strategy, M&A Readiness

Format:
On-Demand Video

Why AI experimentation isn’t strategy

The latest data from The Wow Company’s Benchpress Report reveals a striking contradiction: 80% of agency owners say they are confident about AI, yet 1 in 5 still view it as a "distraction" for their teams. Most agencies are currently trapped in "experimentation mode"- where tools are multiplying, quality is inconsistent, and leadership is uncertain about what "good" actually looks like. In 2026, activity is often being mistaken for progress.

Why the "sales shortcut" is underperforming

Agencies that embed AI into client delivery and operations are growing faster than those focusing solely on their sales and marketing functions. Real commercial value doesn't come from a better prospecting prompt; it comes from changing how work gets done. Moving from "doing more stuff" to "doing stuff more" allows leaders to focus on the one problem that actually moves the needle on profitability.

Turning "boring" governance into M&A multiplier

In 2026, AI immaturity is a negotiation lever. Acquirers and investors are no longer asking if you use AI - they are looking at your governance. They want to see documented processes, updated legal contracts (currently missing in 75% of agencies), and systematic workflows. If your AI usage is ad-hoc, it’s a liability to your valuation. This session unpacks how to turn operational "boring stuff" into a multiple-booster.

FAQs

  • By moving from input-based (hours) to output-based pricing. This session explores how "AI-only" productions can cost 60% less while delivering higher net margins, provided you own the workflow.

  • Organisation-wide capability. Leaders who move beyond "tool-tinkering" and integrate AI into roles and operating models see significantly higher growth than those who leave it to individual initiative.

  • AI is highly effective for lead generation and proposal writing, but it is now the industry baseline. The latest benchmarking data reveals that the fastest-growing agencies are those that go deeper - embedding AI into client delivery and internal operations. This creates the unique "capability-building" models and margin protection that sales-side automation alone cannot achieve.

  • The shift is from tool-specific skills to AI aptitude. Agencies are now hiring for the ability to manage "agentic" systems and rethink traditional processes, rather than just looking for "prompt engineers.

Proven AI literacy results for agencies

After working with Spark AI our clients tell us:

9.3/10

Average course rating

100%

Agency Leaders would recommend Spark AI

100%

Felt more confident

4/5

Felt more or much more optimistic (nobody felt less!)