""A lot of it hinges on [the question of] 'Should I pay my agency to take on these challenges and put the cost there, or do I do it myself?'""
""You kind of go through that trough of disillusionment, which I think we're kind of in the foothills of right now, where marketers - CMOs, CEOs, CFOs - start to realize that the technology may not deliver on its initial promises. And I think we're kind of there with the AI bit now where you're starting to see brands that have jumped on this thing early and are testing it... but then they're starting to realize that there's a lot of work that needs to go into it.""
""It came up in a conversation I had with someone on the brand side recently. They wondered out loud whether the explosion of agentic AI that we're seeing across the whole ecosystem exacerbates the remuneration problem rather than remedies it,""
Generative AI can make it easier for brands to internalize marketing tasks but its complexity and cost often push marketers toward agency partnerships. Brands face a decision about whether to pay agencies to handle AI integration or to develop internal capabilities. Early adopters are encountering a trough of disillusionment as pilots reveal heavy integration work, talent gaps, and operational overhead. Agentic AI is being used internally to simulate virtual focus groups and build personas for media planning. Agencies must reconsider remuneration structures beyond billable hours as AI accelerates turnaround and shifts responsibilities.
Read at Digiday
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