By Emma Wharton Love, Co-Founder of Spark AI training and transformation for agencies and BIMA 100 Member
We set out to research the future of skills and hiring in the age of AI alongside The Industry Club, and what we found reveals an intriguing dynamic playing out across UK agencies right now.
There’s a growing confidence-capability gap, and understanding it could be the key to unlocking your agency’s next phase of AI adoption.
Our report surveyed 149 MDs, CEOs, founders and department heads to understand how AI is reshaping agency capability, hiring and culture. Whilst 63% of agency leaders feel confident their organisation is ready for AI, 37% admit their use remains sporadic with no formal strategy.
Here’s the paradox: amongst those who describe themselves as “very confident”, 36% admit their AI use is actually unstructured – a higher proportion than the 26% amongst “somewhat confident” leaders. Confidence is outpacing capability, and sometimes the most confident may be the least aware of what structured AI adoption actually requires. But this isn’t a problem – it’s simply different stages of the same journey.
The research shows agencies splitting into two camps: 37% are still experimenting ad hoc, whilst 19% are building structured programmes with measurable outcomes. The good news? Moving from experimentation to structure is entirely achievable with the right approach.
Laura Jackson, Board Director at Not Actual Size, saw this transition firsthand: “Before, everyone was experimenting on their own, one person on ChatGPT, another on Midjourney. It felt exciting but chaotic. Having a plan, even a light one, made it much more manageable.”
The confidence-capability gap isn’t a problem to fear – it’s simply about recognising that feeling ready and being structurally ready are different stages of the same journey.
Here’s where the picture becomes genuinely encouraging: AI literacy has become a core business investment, and those who are committing to it are seeing real results.
Two-thirds (68%) of agencies anticipate spending up to £15k on AI-related training in the next 12 months, with only 5% planning to spend nothing. Perhaps most tellingly, a further 16% are investing over £15k, with 11% in the £15k–£50k range and 5% investing over £50k.
The data reveals an important insight behind these spend figures: the most confident agencies are also the highest investors. Capability builds through continuous learning, not one-time workshops. These organisations are spending more because they understand that maintaining fluency requires ongoing development, and because they’re clear on how that learning links to client and commercial outcomes.
As one Head of Production at an independent agency puts it: “Getting (and understanding) the balance between the different types of AI applications and how they work together is more critical than ever. The consistent pace of application updates can make training ‘programmes’ hard to implement, so it needs to be a company-wide commitment to consistent, continuous learning opportunities.”
AI isn’t triggering a hiring boom, but it is reshaping whom agencies hire and why – and the findings here are genuinely positive for agencies.
Whilst 71% say AI hasn’t changed headcount, 46% have already hired or plan to hire specifically for AI capabilities. Here’s the encouraging part: when they do hire, 65% prioritise curiosity, adaptability and problem-solving over fixed expertise. Only 6% actively recruit for specific AI skills.
The detailed breakdown reveals a clear shift in priorities: 43% consider AI skills “nice to have, but not essential” at point of hire, whilst 22% say they’re “not important – we hire for aptitude”. A further 25% seek a mix of both aptitude and specific skills, with just 6% viewing specific AI expertise as “very important”.
As AI tools evolve faster than people can keep up, agencies are recognising that mindset trumps mastery. Learning agility matters more than technical proficiency.
Vix Jagger, Head of Creative Innovation & AI at Droga5, captures this perfectly: “My 63-year-old retired mum got into AI, she’s proof curiosity beats credentials. AI is for people who learn faster not the ones who aren’t scared to break things.”
The real opportunities for growth lie in mindset and approach, not technical proficiency. This has important implications for how agencies can approach AI readiness. You don’t need to hire data scientists or machine learning engineers – you need to cultivate curiosity, adaptability and strategic thinking across your existing team. Like it’s always been – success is down to how engaged your people are and the behaviours that underpin your culture.
Whilst AI’s current impact is most visible in creative work – with strategy (13%), creative (13%), and design (12%) leading today – the research reveals that agency leaders are looking to operational areas next, transforming how agencies scope, price, and deliver work.
This evolution is particularly relevant for independent agencies with leaner teams and tighter margins. AI is becoming a competitive equaliser, helping smaller agencies deliver more strategic value per person and close the capability gap with larger network agencies.
The agencies making the most headway with AI aren’t necessarily those with the most expertise today – they’re the ones building structured approaches, measuring outcomes, and prioritising learning mindsets.
If you’re feeling confident about your AI readiness, the next step is ensuring that confidence translates into structured implementation. When hiring for AI capabilities, focusing on adaptability and curiosity over specific technical skills will serve you far better in the long term.
The confidence-capability gap isn’t permanent, and with honest assessment and deliberate action, it’s entirely bridgeable.
Explore all the findings and see where your agency sits using the Spark AI Maturity Model framework: https://www.wearespark.ai/future-of-skills-hiring-ai-agencies
—
About Spark AI
Spark AI helps creative and brand leaders turn AI curiosity into confidence through structured training and business transformation. We have worked with 60+ agencies running AI Fundamentals workshops and AI Accelerator programmes based on our # 1 bestselling book in the UK and US Shift – AI for Agencies. Trusted by Oxford University Saïd Business School and backed by Innovate UK. https://www.wearespark.ai/
About The Industry Club
The Industry Club is one of the most trusted creative talent partners in London, specialising in matching the right talent to the right teams and helping the industry prepare for the future. https://www.theindustryclub.co.uk/