In our recent survey of over 50 UK marketing agencies, a striking pattern emerged. 9 in 10 agency professionals use AI, yet only 2% feel they’re very prepared for what comes next, a reminder that adoption and readiness are not the same.

70% put internal efficiencies in their top 3 use cases for AI, however 83% hadn’t yet made any bespoke AI tools, and only 15% are exploring AI as a route to new revenue.

Taken together, the picture is not of an industry in denial, but one that is optimistic in a measured and pragmatic way. Agencies that have begin to introduce structure, whether through a clear strategy, an appointed AI lead, or a repeatable process for developing use cases, are already moving ahead of peers who are still experimenting at the margins.

What becomes evident is that this is a sector full of agencies that recognise their potential even if they haven’t fully unlocked it. The distance between where agencies stand today and what they could achieve with the right support is far smaller than it appears, especially when the tools, data and talent now available were unimaginable just two years ago.

twisted loop exists to help businesses like yours turn that potential into progress, weaving data & AI into the fabric of your business while ensuring that human judgement remains at the centre of every decision.