B2B marketers that outsource AI capabilities to agencies report significant gaps between what they need and what agencies are delivering. In Forrester’s 2026 B2B Brand And Communications Survey, 54% of marketing leaders say data strategy and AI readiness are important in agency selection, yet only 10% are satisfied with agencies’ ability to execute. In fact, every AI-related capability we measured shows a double-digit percentage-point gap between importance and satisfaction. Marketing teams face an internal AI skills gap and are looking to agencies to close it. As agencies fall short of meeting marketers’ expectations, they risk eroding trust and relevance.