IPREX has released new research showing widespread adoption of AI tools across independent communications and marketing agencies, with all surveyed agencies reporting some level of AI use.
The findings are part of IPREX’s 2026 Emerging Leaders Staff Survey, which examined AI usage among mid-career professionals across member agencies globally.
According to the survey, 93% of respondents said they were confident using AI tools in their work. More than half reported saving at least three hours per week through AI use, while nearly one in five said they saved between six and 10 hours weekly.
The research also found that many agencies are still developing internal policies and training around AI. About 64% of respondents said they needed additional AI training, while 61% said they had limited or no visibility into client expectations or requirements related to AI use.
The survey further found that few agencies currently have clearly documented AI policies that are widely understood by staff. In addition, 64% of respondents said AI had changed the type of work they were being asked to perform.
Alongside the research, IPREX released a resource called the ‘Your Agency’s AI Reality Check Toolkit’’, which provides recommendations for agency leaders and staff on AI adoption, policy development, client disclosure practices and training.
Speaking on the report findings, Alexandra Mayhew, Executive Director, IPREX, said in a statement, “Independent agencies have moved past the ‘if’ of AI and are deep in the ‘how’. This survey shows our people are confident and already saving meaningful time, but they’re also asking for more structure. The Agency AI Reality Check Toolkit is designed to help agencies turn that momentum into clearer training, policies and client conversations, without slowing innovation.”
The toolkit is intended to help agencies assess how AI is being used internally and identify operational or client-related risks as adoption expands across the communications industry.
