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The Future of Skills and Hiring
in the Age of AI
149 UK agency leaders reveal how AI is reshaping talent, skills, and leadership in creative agencies.
In this report you'll discover:
The 4 stages of AI maturity - and where UK agencies actually sit
The paradox of the most AI confident leaders citing least AI capability in their organisations
The different hiring and AI skills strategies of independent, network and in-house agencies
Hiring vs upskilling: what's actually working
The commercial gap: why only 17% can sell AI services confidently
Why operations is the next AI frontier
How the 7% who are innovating differ from everyone else
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We surveyed 149 UK agency leaders with The Industry Club to understand the real challenges of AI adoption.
The findings reveal a confidence-capability gap. As one CEO told us:
"Currently AI is used to differing degrees and capabilities on an individual basis, but we need to move to an agency-wide model with clear training, guardrails and consistent usage."
In this report you'll discover:
The 4 stages of AI maturity - and where UK agencies actually sit
Why confident leaders often have the least structured AI option
Hiring vs upskilling: what's actually working
The commercial gap: why only 17% can sell AI services confidently
Why operations is the next AI frontier
How the 7% who are innovating differ from everyone else
When you download, we will also send you Chapter One of Shift - AI for Agencies (#1 bestseller) - introducing the Spark AI Maturity Model in more detail.
We found that:
63% feel confident about AI adoption, but only 37% still use AI sporadically
65% of agency leaders are hiring for aptitude over technical expertise
53% of agency leaders are building capability through upskilling
Only 17% are confident in selling AI services
AI training for creatives & agencies
We specialise in proven training programmes that are designed specifically for agencies, creative and marketing teams, and based on insights from industry leaders. We'll help you to integrate AI to streamline processes, spark new ideas, and deliver more impact for your clients.
AI FUNDAMENTALS
for agencies
Kickstart your team's AI journey with a hands-on workshop designed specifically for creative agencies. Gain the knowledge and skills to enhance creativity and stay competitive with AI.
AI ACCELERATOR
for agencies
A transformative 3 month programme with tailored modules for your leadership team, designers, and strategists. Practical training with ongoing coaching to accelerate adoption across your team.
Proven 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!)