Forbes: New Client Expectations Are Reshaping Agency Work

As client expectations shift on pace with rapid technological advances, agencies are feeling building pressure in everything from turnaround times to systems of measurement. AI has raised the baseline for speed while giving clients more visibility into whether an agency is delivering real value. At the same time, marketing leaders are looking more closely at how agency work connects to business performance, not simply whether a campaign gets attention. These shifts are changing upfront expectations and reshaping what a strong agency-client relationship looks like. For agencies, the challenge is to keep up without letting new technologies or speed metrics crowd out sound judgment and creative thinking. Members of Forbes Agency Council shared how their teams have been adapting to meet evolving client expectations over the last few years. Jordan Edelson, CEO of Appetizer Mobile, stated, “One client expectation that has changed the most over the past two years is the assumption that modern digital products should consider AI-powered features and automation. Our team has adapted by staying current with emerging AI tools and helping clients identify where AI can create meaningful value instead of adding technology just for the sake of it”. To read the entire article, you can visit the following link: https://www.forbes.com/councils/forbesagencycouncil/2026/08/21/how-new-client-expectations-are-reshaping-agency-work/