Jessica O'ConnorOne in five (20%) UK agency workers believe artificial intelligence (AI) is adding to their workload rather than reducing it, according to Resource Guru’s Agency Overworking Report 2025.
The report warned that hidden AI-related tasks are driving unsustainable pressure and rising burnout across the industry.
Resource Guru’s research showed that AI has created new layers of work, as teams are spending more time building briefs and templates to coax usable assets from AI tools, fixing outputs riddled with errors, and managing compliance and client expectations.
Simon Tokic, co-founder and managing director at agency Mind Methods, said: “We’d hit every milestone on a brand project where copywriting wasn’t in scope. As a goodwill extra, we ran our research and messaging logic through an LLM to illustrate tone and structure.
“The client fixated on whether the words were ‘AI-generated’, then questioned the value of the entire engagement.
“Despite 80+ additional unbilled, out-of-scope hours and meticulous documentation, they disputed fees. It wasn’t the tech that failed; it was perception, expectation and boundaries.”
Sean Begg Flint, founder and director of agency Position Digital, added: “We’ve had clients ask outright whether AI should cut delivery times in half, or whether fees should shrink because an algorithm is involved.
“Those conversations show how far expectations have drifted from reality. If agencies keep absorbing that pressure, it’s not just teams that suffer, client relationships and business models start to break down too.”
These strains build on problems that were already acute: 46% of burnt-out agency workers blamed demanding clients, and 30% cited unrealistic deadlines.
Agency workers reported cancelled holidays, sleepless nights and missed family time, with 23% reconsidering their future in their roles due to under-resourced teams.
Rob Sayles, agency consultant, added: “Agencies are in a race to the bottom, letting client hype around AI dictate their value.
“The only way to win is to stop selling the tool and start selling the result. Leaders must build iron-clad scopes and gain visibility into where hidden AI-related work is really landing, so it doesn’t overwhelm teams.”
Marcel Petitpas, founder of agency Parakeeto, explained: “Whether AI squeezes or strengthens an agency depends on positioning.
“Agencies selling commoditised services like SEO or design are under pressure to deliver faster and cheaper, which erodes margins.
“But firms positioned as experts solving business problems are seeing the opposite effect—AI helps them become more efficient, add value and be less exposed to pricing pressure.”
Stuart McLachlan, marketing lead at Resource Guru, concluded: “AI has the power to transform agency life for the better.
“However, teams need to set clear boundaries and have the right resource management and time tracking systems in place to provide visibility around AI tasks and overall capacity.
“Without that, hidden tasks go untracked, workloads spiral, and AI risks fuelling the very burnout it was supposed to help solve.”
