As AI Use Expands, B2B Marketers Become More Selective About Agency Spend

Short summary

Forrester's 2026 B2B Brand and Communications Survey finds 93% of B2B marketers still use agencies, but AI-driven efficiencies are enabling teams to bring more work in-house. The agency relationship is evolving as in-house capabilities expand through AI tools. Marketers are becoming more selective about what they outsource versus what they handle internally.

• •93% of B2B marketers use agencies but the relationship is changing
• •AI efficiencies enable more work to move in-house
• •Marketers becoming more selective about agency spend allocation

Generated with AI, which can make mistakes.