B2B film producers take on consulting roles as AI intensifies competition 

UK corporate film agencies report intensifying competition as clients demand more content for less investment.  

An annual industry report by data research company Moving Image suggests agencies are repositioning themselves as strategic partners rather than purely suppliers. As more brands build in-house content capabilities, external partners are increasingly being valued for their ability to advise on content strategy, particularly around the deployment of AI tools.  

At the same time, the sector is showing early signs of consolidation, with larger agencies acquiring smaller players in a bid to scale capabilities. In the report, industry leaders describe an increasingly crowded content landscape dominated by short-form, reactive output, where speed trumps production value.  

Client expectations are shifting, as brands look for multiple assets designed for different platforms and audiences, rather than a single flagship film. Performance is also being prioritised, with clients expecting measurable outcomes and distribution strategies confirmed early on.  

This is creating a growing tension across the communications industry. While demand for measurement rises, willingness to fund it is scarce. Speaking to Communicate, Adrian Warr, South Asia Pacific CEO at PR firm Burson, said many clients are reluctant to allocate budget to evaluation, especially when there is no guarantee of flattering results.

“Measurement is how we justify our fees and future work, but some clients expect to receive that value without paying for it.” He added that AI tools may ease this tension by lowering the cost of measurement in coming years.  

As AI churns content production, the report points to a renewed appetite for distinctly human storytelling. Several executives highlighted growing demand for emotionally driven campaigns, as brands look to differentiate in an oversaturated and algorithmically consumed market.