Researching how demand generation agencies are rebuilding for the AI era.
The Leverage Project documents how agency founders, executives, and operators are using AI to redesign work, expand capacity, improve performance, and create more resilient organizations.
An editorial and research initiative from Avaunt Partner Group
AI tools are everywhere. Operating leverage is not.
Most agencies already have access to capable AI tools. The more difficult question is how to redesign the operating model around them.
The Leverage Project studies how leading demand generation firms are moving beyond isolated experiments and embedding AI into client delivery, reporting, campaign production, knowledge management, and everyday decision-making.
Capacity
How agencies can increase output and serve more clients without adding headcount at the same rate.
Delivery
How AI is changing campaign creation, reporting, client service, and quality assurance.
Economics
How new operating models affect margins, pricing, roles, and the value agencies create.
Adoption
How leaders build the workflows, governance, skills, and trust required for AI-enabled work to last.
The agency operating model is changing.
The first Leverage Project visual brief examines the shift from labor-dependent delivery toward AI-enabled operating leverage. It explores how agencies can redesign workflows, preserve human judgment, increase capacity, and build systems that improve through use.
From labor to leverage: five views of the changing agency operating model.
Conversations with the people redesigning how work gets done.
Jeremy Richards speaks with agency founders, executives, operators, and AI leaders about what they are learning as AI moves from experimentation into real operating systems.
First episode coming August 2026.
The first season features established demand generation agency founders examining how AI is changing delivery, margins, client expectations, team capability, and the role of human judgment.
A growing body of practical research.
The goal is not to celebrate AI for its own sake. It is to document what works, what fails, and how leaders can turn emerging capabilities into measurable operating improvements.
- 01Executive interviewsBeginning August 2026
- 02Original articlesIn development
- 03Benchmark reportsForthcoming
- 04Practical frameworksIn development
- 05Annual researchForthcoming
- 06The forthcoming bookJuly 2027
Coming April 2027
What the most adaptable organizations understand about leverage.
Drawing from executive interviews, original research, and practical transformation work, the forthcoming book will explore how organizations can redesign work around the capabilities of AI while preserving human judgment, accountability, and expertise.
Jeremy Richards
Jeremy Richards is the founder of Avaunt Partner Group, a bestselling author, and a former contributor to National Public Radio. His work focuses on how leaders can use AI, operational design, and organizational change to build more capable and resilient businesses.
His writing and broadcast work has appeared in Forbes, The Huffington Post, McSweeney's, Poetry, and on NPR's Morning Edition and All Things Considered, reaching an audience of more than five million.
Before founding Avaunt Partner Group, Jeremy led programs across Amazon, Microsoft, and Kohler in leadership development, organizational capability, communications, and transformation.
Through The Leverage Project, he interviews founders, executives, operators, and technology leaders who are actively redesigning how work gets done.
Research that informs real transformation.
The Leverage Project is the research and editorial platform of Avaunt Partner Group. Its interviews and findings help inform Avaunt's work with established B2B demand generation agencies as they redesign workflows, adopt AI, and build stronger operating systems.
Follow the research as the agency operating model changes.
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