AI Splits Marketing Agencies into Orchestrators and Executors by 2027

AI-Powered Orchestration vs. Execution

Forrester argues that AI will not eliminate agencies but will bifurcate them into “orchestrators” that guide talent, data, and AI agents, and “executors” that handle tasks AI cannot automate. The model challenges the historic labor-intensive agency structure, where growth came from adding people and billable hours.

Brands Insourcing Content Production

The report notes that 67 % of B2C marketing decision-makers view insourcing creative as a high priority over the next 12 months, and predicts enterprises will bring up to 60 % of templated blog, social, image, and video content in-house. Agencies that survive will either out-perform AI-generated output with superior creative ideation or expand into redesigning marketing operating models and AI governance.

Holding Companies Build Proprietary Operating Systems

Forrester cites that half of global holding-company revenue will run through proprietary marketing operating systems. Recent moves include Stagwell’s partnership with ServiceNow’s AI Control Tower, Havas’s rollout of its Converged.AI system, Omnicom’s acquisition of IPG to consolidate Acxiom into Omni, Publicis Groupe’s purchases of AdgeAI and LiveRamp, and WPP’s acquisition of InfoSum. Mid-market and independent agencies are expected to white-label platforms from Adobe, Canva, Google, Hightouch, Pixis, or Zeta.

RFPs Demand AI Transformation Expertise

Three-quarters of agency RFPs are projected to require AI transformation skills. Forrester lists Code and Theory, Credera, DEPT, PMG, and WPP’s Enterprise Solutions division as firms already positioning themselves as growth and transformation partners. Publicis Groupe reported that addressing C-suite AI transformation needs drove significant new-business revenue during Q3 2026.

[Source: Forrester Predictions 2027: Marketing Agencies]