"AI isn't going to eat your agency, but people using AI will." As much we all like to think what we do is original, most isn't. Even in the agency world where I spent a couple of decades. In the end agencies should first and foremost be looking at efficiencies that AI can bring before considering anything else. The basic "What jobs are being done here and now that we could do faster, and in less time, with fewer people by augmenting them with AI processes?" NOTHING else matters right now, because somewhere you can be assured there are agencies who are already all on board with that. If you want to get farther out front and stay out front then get ready to run leaner and more profitably for a while, and then eventually the margins will realign with the new realities of the time and resources now required, and as long as you already made that realignment internally earlier - you'll be golden to lower client costs once the market requires it - but also ready to steal others business who can't lower costs yet - and grow the overall portfolio of business. If not, then you will see your clients going to more cost and time efficient agencies. Later you can look into all the ways the AI can help with the more 'creative and original' parts of the work portfolio. But today - it should all be about efficiencies in the tasks that are not so originality based as many would like to think.
"AI isn't going to eat your agency, but people using AI will." As much we all like to think what we do is original, most isn't. Even in the agency world where I spent a couple of decades. In the end agencies should first and foremost be looking at efficiencies that AI can bring before considering anything else. The basic "What jobs are being done here and now that we could do faster, and in less time, with fewer people by augmenting them with AI processes?" NOTHING else matters right now, because somewhere you can be assured there are agencies who are already all on board with that. If you want to get farther out front and stay out front then get ready to run leaner and more profitably for a while, and then eventually the margins will realign with the new realities of the time and resources now required, and as long as you already made that realignment internally earlier - you'll be golden to lower client costs once the market requires it - but also ready to steal others business who can't lower costs yet - and grow the overall portfolio of business. If not, then you will see your clients going to more cost and time efficient agencies. Later you can look into all the ways the AI can help with the more 'creative and original' parts of the work portfolio. But today - it should all be about efficiencies in the tasks that are not so originality based as many would like to think.