The industry isn't disappearing.
It's reorganizing.
What agency leaders from 18 countries think about AI, fees, profitability, and talent.
95.6%
Already use AI
Only
2.6%
Measure its impact
The agencies already working with data
The report answers
The questions leaders
can't avoid asking themselves.
What level of governance do you have over AI usage?
Santi Bibiloni
CEO & Co-founder at COR
“What changed isn't the existence of the problem. What changed is the speed at which the market demands solving it.”
Artificial intelligence is accelerating execution, shifting expectations, and forcing agencies to rethink how work is organized, how value is measured, and how profitability is protected. Clients expect more speed. Teams need to work better, not simply more. And leaders need to justify with evidence where value is created.
That's why the discussion is no longer just about adopting AI. The real question is how to integrate that technology into an operation capable of capturing real value.
The data
Some of the report's most important metrics
Only 2.6% have AI integrated with measured impact.
79.8% identify time savings as AI's biggest benefit. But only 21.1% link it to higher profitability.
Only 14.9% have real-time visibility into their billable hours.
Only 11.7% track deviations between what was sold and what was delivered in real time.
What you'll find inside
Seven sections.
A complete X-ray of the industry.
Who responded
The profile of the leaders behind the data.
The challenges of 2026
Profitability, AI, and the new operational pressure.
AI is here to operate
What's really happening behind closed doors.
Visibility and control
The gap between operating and understanding how you operate.
Fees, models, and profitability
How to negotiate with evidence.
Talent in transformation
What's happening with juniors, seniors, and the pyramid.
Events
The spaces setting the agenda.
“The challenge is no longer adopting technology, but organizing processes, measuring impact, and preserving the human value that sets an agency apart.”
COR Report · 4th Edition
The technology is already here.
Everything else is still to be built.
Download the COR Report 2026 to understand what agencies that capture value in this new context are doing differently.