"Holding on to your operational layer isn't protecting your competitive advantage - it's just keeping overhead you haven't automated yet. The agencies that recognize this early and let go of it will come out the other side leaner and sharper."
"Three years ago, creatives across agencies were convinced artificial intelligence was coming for their jobs. What we see now is that it came for their busywork instead."
"The creative directors still successfully riding that wave today are doing it by being right more often - about what a brand should say, what a campaign should feel like, what the client actually needs versus what they asked for."
"The operational layer is the next milestone. Agencies that are still treating AI like their competitive advantage are optimizing for a race that's already been run."
Agencies that cling to traditional operational layers are not safeguarding their competitive edge but rather maintaining unnecessary overhead. The rise of generative AI has transformed the landscape, allowing agencies to automate busywork and focus on higher-value tasks. Successful agencies have adapted by recognizing what AI has commoditized and shifting their focus to strategic judgment rather than output volume. The transition to integrating AI is complete, and agencies still relying on AI as a competitive advantage are lagging behind in a new race that has begun.
Read at Entrepreneur
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