Episode 504 Explore the Findings of the 2025 Agency Edge Research with Susan Baier

Welcome to a timely episode of Build a Better Agency! This week, host Drew McLellan is joined by research partner Susan Baier from Audience Audit to unveil the results of the 2025 Agency Edge Research, fresh from its debut at the Build a Better Agency Summit. Together, they dig deep into how agency clients really feel about artificial intelligence—where they’re embracing it, where they’re hesitant, and what they truly want from their agency partners as AI becomes an ever-more central part of the marketing landscape.

Susan and Drew break down the study’s findings, revealing surprising good news for agencies: most clients are not only comfortable with agencies using AI, they actually want their agencies to be transparent and step up as guides and educators in the new AI-driven world. The episode introduces the three client mindsets the research uncovered—AI Embracers, AI Skeptics, and AI Opportunists—exploring what each group wants, fears, and expects when it comes to agency use of AI. Along the way, Susan shares eye-opening data that challenges common agency fears, like the myth that all clients want to replace agencies with tech or are solely focused on cost savings. .

Drew and Susan discuss practical, actionable opportunities for agency leaders to build trust, grow their strategic value, and tap into new revenue streams by leading client conversations about AI. They emphasize key client desires: greater transparency around AI use, expert guidance on tools and applications, and clear communication about regulations and risk. You’ll also hear why clients view agency guidance on AI as an entry point not just for marketing, but for broader organizational needs—a potential seat at the coveted strategy table. 

Don’t miss this episode if you want to stay a step ahead in the evolving AI landscape. You’ll come away with not only a clear understanding of what your clients are thinking, but with actionable ways to strengthen your agency’s position, open new doors, and create deeper, more trusted partnerships in the age of AI. 

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.
What You Will Learn in This Episode:

• • Exploring client attitudes toward agency use of AI  
  • The critical roles of transparency and trust in agency-client relationships
  • Breaking down three client mindsets: AI embracers, skeptics, and opportunists
  • The growing expectation for agencies to be AI guides, not just service providers
  • Why most clients value better results—not just lower fees—from AI adoption
  • Addressing client concerns and opportunities through open AI conversations
  • Action steps for agencies to become indispensable AI partners