"There has to be a different model," said Raja Rajamannar, chief marketing and communications officer at Mastercard. This shift in payment structures is becoming a crucial discussion as AI tools increasingly handle agency tasks.
"We are in the bill-by-the-hour business, and AI is a bill for either outcomes or a bill for platform or product. We've been trying to figure out what that model looks like," said Rob Silver, evp and head of media at Razorfish, highlighting the need for a new compensation model.
"I have clients asking me that same question.... They're asking, 'If I'm paying for 100% of analyst and suddenly there's a bot that's doing 30% of their work, then where is my savings?'" said Arthur Fullerton, global CTO of Havas CX, illustrating the client-side concerns about AI's impact on costs.
"We're not at a point where we're able to quantify the savings in time, but I anticipate that day is going to come. We're going to have figure that out," Fullerton added, emphasizing the ongoing struggle to determine the financial benefits brought by AI.
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