Agency Roundtable: How Agencies Are Navigating AI and Changing Client Expectations

In this month’s Agency Roundtable, we’re discussing a topic many agencies are actively trying to navigate right now: how AI is changing client expectations, workflows, deliverables, and the way agencies communicate the value of their work.

AI tools are becoming part of everything from content creation and reporting to research, strategy, and campaign execution. At the same time, agencies are facing new questions from clients around speed, pricing, transparency, originality, and what role AI is playing behind the scenes. Many teams are still figuring out where AI adds value, where human expertise remains essential, and how openly those conversations should happen with clients. This discussion will focus on how agencies are approaching AI internally and externally, what expectations clients are bringing to the table, and how teams are adapting in real time.

This session is not a webinar. It’s an open, peer-led conversation created for agency communications, PR, marketing, digital, creative, and strategy professionals who want a space to share experiences, compare approaches, and learn how others are handling similar challenges.

We’ll Discuss:

• How agencies are currently using AI across content, reporting, research, strategy, and client workflows
• What questions or concerns clients are raising around AI-generated work
• How teams are communicating the value of human strategy and expertise alongside AI tools
• Whether agencies are disclosing AI use to clients and how those conversations are being handled
• What internal guidelines or guardrails agencies are putting in place around AI use
• How AI is affecting timelines, pricing, deliverables, and client expectations

This roundtable is part of Meltwater’s Industry Circles program—client-only spaces inside mCommunity where professionals in similar sectors connect, collaborate, and learn how others are using Meltwater to solve real-world challenges in their day-to-day roles.

This session has limited availability, and registration will close once all 35 seats have been filled.