Strategists Eye Bigger Role as AI Fears Grow
A Warc report finds agency-side strategists are more optimistic in 2026 even as they worry AI could replace their jobs.
Updated on Nov. 2, 2026 in Business Strategy
Warc's The Future of Strategy 2026 report, based on a global survey of 489 strategists fielded in August 2026, finds 66% of agency-side strategists see clear reasons for optimism, up from a gloomier outlook in 2025. Strategists report rising influence with clients even as concern about AI replacing their roles grows.
Why it matters
Agency consolidation, reduced headcount, the departure of senior talent and AI have created turmoil for strategists, and the findings suggest the profession is trying to move upstream into business strategy. How clients and agencies respond to that push will shape how the role is valued.
Warc surveyed 489 strategists in August 2026, and 57% said they need a new value proposition for the profession. The report does not detail how many of those respondents expect their agencies to restructure their strategy teams.
The players
Warc
Warc is a global media and marketing intelligence company that publishes research and industry reports on advertising and marketing strategy.
The details
Strategists are moving beyond the brief into questions that CMOs prioritize, and 83% expect their remit to include shaping business strategy. Meanwhile, 65% are reallocating time freed by AI toward strategic work, though only 23% conduct in-person research at least monthly, down from 35% in 2025.
Timeline
2025: A previous Warc report painted a gloomy picture of agency-side strategy.
August 2026: Warc fielded the global survey of 489 strategists.
2026: Warc published The Future of Strategy 2026 report.
Strategy Shift
Warc's 2026 report reverses the gloomier picture of its 2025 edition, with 66% of agency-side strategists now citing reasons for optimism. The shift marks a move toward upstream influence on business strategy even as AI fears intensify.
Strategists and clients alike may see the role shift toward business-level decision-making, which could change how agencies are hired and paid. Professionals concerned about AI replacement may need to demonstrate measurable business impact to protect their positions.
The takeaway
Strategists who can prove measurable business impact and move upstream into client decision-making appear best positioned as AI reshapes agency work.
Further reading
For broader context on how firms are shaping their approach, see our coverage of Business Strategy.
Source note: This article includes information reported by Bizcommunity.
