Generative AI is increasingly used in the media industry to enhance content creation, production, research, and planning. Significant investments in AI solutions are noted from both agencies and independent firms. As media agencies gain efficiencies, the expectation is for those savings to benefit clients financially. The shift towards outcome-based remuneration models is crucial to prevent reducing agency outputs to mere commodities. Agencies must initiate discussions on AI-driven compensation with clients to stay relevant, as different client types may approach this issue in varying ways.
"Frankly, if you believe you have the luxury of waiting for clients to ask about AI-driven compensation models, you might already be behind the curve."
"We're moving to more value pricing. It's not as easy for procurement to break down the various steps into how many people hours is everything?"
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