Agencies face shrinking advantages as technology and AI lower barriers for brands to handle work in-house, eroding expertise, networks, and tech differentiation. Rather than resisting, agencies must use AI strategically to enhance value, focusing on guiding strategy and insights instead of tactical execution. Case studies, like Highwire’s use of AI analytics to improve earnings call media impact, show how agencies can innovate and scale new offerings. Options to harness AI include building proprietary tools, acquiring solutions, or partnering with vendors, each with trade-offs. Inaction risks obsolescence, while adoption positions agencies for sustainable growth.

Join for free to read