Shift – AI for AgencieS
by Jules Love
Lead your creative agency through the biggest shift since digital
Turn disruption into opportunity.
Win pitches, protect margins, grow client loyalty — and innovate with confidence in the AI era.
Start reading today. Get Chapter One delivered instantly, and be first in line when the book launches this November.
Why it matters now
Creative agencies stand at a crossroads. AI is reshaping client expectations, business models, and the very definition of value. Leaders can either react to change – or lead it. This book gives you the clarity, confidence, and strategic vision to seize opportunities, not just survive disruption.
“This book cuts through the hype. It’s not about gimmicks or chasing the latest tool, but about giving agencies the clarity and frameworks they actually need to navigate AI.”
Jason Anderson, Digital & Technology Director, Avantgarde
“Leveraging burgeoning AI technology in an environment as complex as the modern marketing agency is extremely difficult - I can personally attest to this. Jules’ thorough research and breakdown of exactly where and how you can start adding value provides a critical signposted map to help you reduce distraction and wastage on that journey. It’s a must read for agency owners who are wrestling with these changes.”
Kate Ross, Group CEO, eight&four Group
“A truly invaluable roadmap for agency leaders planning, embarking on, or deep in the thick of AI adoption.”
Steve Turner, co-founder, mark-making*
“The playbook every agency leader needs right now. ‘Shift – AI for Agencies’ provides concrete steps to turn AI from a threat into competitive advantage.”
Mary Keane-Dawson, Chair of BIMA
“It's one of the best work-related books I've read in years - well-written, to-the-point and packed with practical, must-do-now ideas for furthering your career and safeguarding your business.”
Simon Bates, Creative Director, TMP
"Jules Love's 'Shift – AI for Agencies' isn't just another book about AI; it's the definitive field guide for leaders navigating the biggest shift in creative work since the internet itself. For agencies grappling with how to redefine their impact and unlock new frontiers of creative value, this is an essential read"
Ant Hill, Principal Consultant GenAI, Google Cloud
Does This Sound Like You?
You’re leading a creative agency that feels squeezed between client cost pressure and competitors moving faster with AI.
You’re overwhelmed by AI hype — and want a clear, practical path that cuts through the noise.
You know your team needs to take a structured approach to adopting AI — rather than scattered experiments — but you don’t have time to figure it out alone.
You want to speak confidently about AI to clients, without undermining your value or risking trust.
You’re ambitious to innovate — but also realistic about protecting your margins and your people.
If you see yourself here, you’re not alone — this book was written with you in mind.
INSIDE THE BOOK
From understanding AI’s impact to designing your strategy, Shift – AI for Agencies is a roadmap for leaders. Each chapter includes stories, frameworks, and action steps.
Chapter 1: A Transformational Shift
Why AI is as pivotal as digital was 25 years ago, and why agencies are first to feel the pressure.
How generative AI works, and why agencies need to rethink their positioning now.
Chapter 2: At the Eye of the Storm
Chapter 3: How Agencies & Brands are Using AI
Lessons from networks and brands like WPP, Coca-Cola, and Mango.
Chapter 4: What Can I Do with AI?
Moving beyond production into research, strategy, and creative exploration
Turning prompts into a new creative language your team can actually use.
Chapter 5: How to Speak AI
Chapter 6: Working with Image Generators
Directing AI like a junior creative, not a novelty tool.
Chapter 7: Data, IP and Ethics
Lessons from networks and brands like WPP, Coca-Cola, and Mango.
Chapter 8: The journey to ai maturity
Four stages of AI maturity and identifying where you are and what’s next.
Crafting an AI strategy canvas that protects and grows your agency.
Chapter 9: Vision and Strategy
Chapter 10: People, Skills and Culture
Equipping teams with confidence, not fear.
Chapter 11: Data & Tools
Building the foundations of scalable adoption.
Chapter 12: Governance and Accountability
Guardrails that make AI adoption safe, not stifling.
A clear view of how agencies will evolve, and how to stay ahead.
Chapter 13: What’s Next
ABOUT THE AUTHOR
Jules Love is the co-founder of Spark AI and one of BIMA’s 100 most influential people in digital and tech (2025). A former strategist and creative, he studied Applied Generative AI at MIT, teaches AI strategy at Oxford University’s Saïd Business School, and speaks on global stages from SXSW to the AI Summit.
READY TO FIND OUT MORE?
Download the 2025 Creative Agency Report Insights on how AI is changing the UK’s creative sector.
Spark AI provides practical support to help agencies move from insight to implementation:
Discover Spark’s AI Accelerator — A 3-month adoption programme to transform your agency with AI.
Start reading today. Get Chapter One and be first in line when the book launches this November.
