{"id":10628,"date":"2026-02-24T01:52:56","date_gmt":"2026-02-24T06:52:56","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/24\/ai-transformation-is-poised-to-disrupt-the-agency-model-how-agencies-can-come-out-on-top\/"},"modified":"2026-02-23T15:07:05","modified_gmt":"2026-02-23T20:07:05","slug":"ai-transformation-is-poised-to-disrupt-the-agency-model-how-agencies-can-come-out-on-top","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/ai-transformation-is-poised-to-disrupt-the-agency-model-how-agencies-can-come-out-on-top\/10628\/","title":{"rendered":"AI Transformation is Poised to Disrupt the Agency Model \u2013 How Agencies Can Come Out on Top"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By David Levy is the chief executive officer of OpenAP<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Last year, one of the most consequential AI statements in advertising didn\u2019t come from a press release. It came from a casual podcast comment by Mark Zuckerberg.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Meta\u2019s AI, he said, is now powerful enough that an advertiser could simply hand over their bank account, state their goals, and the platform will do the rest. No creative. No audience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For agencies, that\u2019s not just provocative, it\u2019s existential.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It suggests a future in which platforms offer a fully contained, end-to-end AI advertising solution that could displace many traditional agency functions. But the promise of \u201cAI-in-a-box\u201d&#8211;the natural next step for platforms to assert their dominance\u2013isn\u2019t the perfect solution that it\u2019s pitched to marketers to be, in fact, it\u2019s far from it.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The real trade off: convenience for control<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">What the walled gardens are promising is not a one-stop-shop for guaranteed advertising success. It\u2019s a world with less data transparency, one where the advertiser hands over their data, budgets, and decisioning power to a closed system that can\u2019t be inspected, validated, or independently optimized.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The long-term cost is steep: complete dependency on a black-box platform. Advertisers may gain quick results to satisfy a CFO but lose autonomy in the long run.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A different, but fragmented, world outside walled gardens<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Outside the walled gardens, the model is very different: traditional media companies share data, and agencies can own the data they create. Even more, advertisers maintain the ability to validate audience and campaign performance independently.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The challenge is that this data can be highly fragmented. To get full value from it, agencies need a streamlined way to normalize and standardize all the campaign and audience data from different media partners, so it can fuel AI systems at scale.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And this is where the real AI transformation takes place.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>AI <em>for<\/em> agencies&ndash;not against<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Agencies that insist on consistent, transparent audience and campaign data, and use it to build and train their own AI models, will be the ones to drive outsized value for their clients. They will have the ability to fine-tune models, innovate in measurement, and maintain competitive independence from the platforms.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The good news is they don\u2019t have to start from scratch: there are already solutions available, particularly in streaming, that let agencies control their data so they can accelerate AI innovation.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2026 is the turning point<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">If agencies embrace this moment to build AI systems grounded in transparent, standardized data, they will redefine their role in the ecosystem and reclaim strategic advantage.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If they don\u2019t, the arms race may be over before it truly begins, and the balance of power will tilt decisively toward the walled gardens.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The future belongs to those who control and take ownership over their data. For agencies who embrace this in 2026, the future is bright.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The future belongs to those who control and take ownership over their data. For agencies who embrace this in 2026, the future is bright.<\/p>\n","protected":false},"author":7,"featured_media":10629,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-10628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AI Transformation is Poised to Disrupt the Agency Model \u2013 How Agencies Can Come Out on Top | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/ai-transformation-is-poised-to-disrupt-the-agency-model-how-agencies-can-come-out-on-top\/10628\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI Transformation is Poised to Disrupt the Agency Model \u2013 How Agencies Can Come Out on Top\" \/>\n<meta property=\"og:description\" content=\"The future belongs to those who control and take ownership over their data. 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