Navigating the Future of B2B Agencies with AI: A view from a Gen Z

Starting out in the B2B world as an Account Executive at True, I’ve quickly learned that AI is no longer some far-off tech buzzword. Join me as I dive into why AI is so much more than that.

The inspiration came from BBN’s “Understanding Agencies in 2025” webinar. It successfully showcased how tools like ChatGPT and Perplexity are part of our daily workflow, as well as how AI has been integrated into other existing agency tools like HubSpot and LinkedIn. These tools are transforming how agencies boost efficiency, creativity and client engagement.

With predictions that 95% of B2B agencies will adopt AI soon, it’s clear: if you’re not on the AI train yet, now’s the time to get on board before it’s too late! You can’t afford to walk while everyone else is sprinting (or at least jogging).

A Relationship with AI: Employees, Clients and the rest

AI in agencies has gone from being a cool novelty to an absolute must-have. Luckily, it’s not just about doing things faster but also smarter. Think data analysis, content creation, client interactions, and workflow automation—it’s all part of the package now. For instance, I’ve have been using LinkedIn’s AI powered content recommendation tools to curate and share relevant industry articles and thought-leadership pieces. This allows me to stay active and engage with target audiences on the platform.

So no, it’s not about robots replacing people. It’s about agencies hiring AI-skilled pros to complement their teams, and leveraging AI to amplify human creativity and innovation. The goal? High-value roles that lean on creative thinking, problem-solving, and strategy.

Did you know AI can even enhance team collaboration during events like roundtable discussions and brainstorming sessions? By blending data-driven insights with human creativity, to create more powerful outcomes.

One of AI’s superpowers is its ability to turn heaps of handwritten or uninterpretable raw data— such as client reports, white papers, or even your to-do list—into understandable insights in the form of summaries, visual notes, or actionable strategies in seconds. This is a real game-changer for teams, freeing up time for tasks that really matter: creativity, critical thinking, and strategic planning.

Agentic AI: Friend or Foe?

What about Agentic AI, you ask? A fancy term for systems that can make decisions independently. It’s a hot topic stirring up debates. Some worry it might replace human creativity, while others (like me), see it as a turbo boost for creative processes.

I’ll admit AI doesn’t “feel” or have those aha-moments that come with human creativity, so it might struggle with deeply emotional or original ideas. But on the flip side, it’s a fantastic helper for allowing us to see things from different perspectives, stretching ideas in ways we may not have thought of. Think of it as your brainstorming buddy, not a rival – it works with humans to push creativity forward. For me, it’s friend over foe!

After all this talk about AI going hand in hand with humans, you might wonder: how exactly does AI make our lives easier? By handling repetitive tasks like scheduling social media posts, optimising workflows, and tracking performance metrics. It’s like having an efficiency guru on your team.

But it’s not just about productivity. AI can spark creativity and push it forward too, which is essential to remember. By analysing big data sets, it uncovers patterns and trends that humans might miss, offering fresh inspiration for campaigns and strategies.

AI and the Client Relationship

AI isn’t just about internal wins—it’s about being a client pleaser too. It can give agencies fresh perspectives on clients’ needs too, from analysing their target audiences to streamlining workflows.

The result? More tailored solutions, happier clients, and stronger partnerships (fingers crossed for that bonus!). Plus, AI tools assist in optimising content, identifying market trends, and suggesting strategies to boost clients’ digital presence. It’s like having a personal assistant for every client account.

But again, it’s the combination of AI’s capabilities and human relationship-building that makes these tools truly effective.

“Understanding Agencies in 2025” in a Nutshell

Here’s my key takeaway: the future of agencies is all about collaboration, not compromise. AI won’t take over human jobs; instead, it’s here to empower us to do what we do best—deliver, deliver, deliver—only better.

Agencies that embrace AI and invest in skilled professionals will stay ahead of the game, driving creativity, efficiency, and value for their clients. So, dive into AI tools, explore their potential, and get ready to unlock new levels of success.

It’s about setting yourself up for the long haul because, like it or not, AI is here to stay. Together, AI and humans will shape the future of B2B agencies- and I’m excited for it.