{"id":21141,"date":"2026-10-30T01:52:00","date_gmt":"2026-10-30T05:52:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21141"},"modified":"2026-10-25T22:58:04","modified_gmt":"2026-10-26T02:58:04","slug":"ai-doesnt-make-agencies-less-relevant-it-makes-them-more-necessary","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/ai-doesnt-make-agencies-less-relevant-it-makes-them-more-necessary\/21141\/","title":{"rendered":"AI Doesn\u2019t Make Agencies Less Relevant. It Makes Them More Necessary.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By <a href=\"https:\/\/www.linkedin.com\/in\/calvin-nichols\/\">Calvin Nichols, Go Fish Digital, SVP-Product Development<\/a><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s a familiar refrain happening inside marketing organizations right now: \u201cWe need to use more AI.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The client point of contact hears it, nods, and then goes back to doing the other 14 things already on their plate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s the problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing leaders and client POCs are being asked to \u201cscale with AI,\u201d \u201cfind efficiencies with AI,\u201d and \u201cjust use AI\u201d without necessarily being given the time, training, infrastructure or expertise to make it part of how the organization actually works. The expectation is to do more with less, but the resources required to change how work gets done haven\u2019t necessarily kept up.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where agencies have an advantage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Companies have been hiring agencies for decades because they can\u2019t, or don\u2019t want to, maintain every specialized capability in-house. Media buying is one example. Website development, creative production, analytics and content are others. The agency model works because clients can bring in deep expertise when they need it, without having to build and constantly maintain that expertise themselves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI readiness is simply the next version of that model.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The agencies that are leaning into AI aren\u2019t just adding another tool to the stack. They\u2019re figuring out how AI fits into workflows, technology, data, talent and decision-making. They can lean in heavily when a client has a specific need and lean back when it doesn\u2019t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And agencies have had a particularly strong incentive to figure this out quickly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They felt the pressure early. Clients wanted more output, faster. Budgets were under pressure. \u201cDo more with less\u201d stopped being a slogan and became an operating requirement. That made forward-looking agencies an early testing ground for AI: trying tools, connecting platforms, automating workflows, breaking things, fixing them, and constantly reevaluating what actually works.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That last part matters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because using AI is easy. Using it well is not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve already seen what happens when organizations approach AI as a collection of shiny new tools rather than as part of an operating model.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dashboards can produce different answers from one week to the next, leaving both stakeholders and the person who built the dashboard wondering what changed. Teams use sophisticated AI models for tasks that a cheaper, faster and more reliable tool could handle. Sensitive information gets put into systems without enough thought about permissions, privacy or personally identifiable information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">None of these are futuristic problems. They\u2019re happening now.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And there\u2019s another issue that tends to get overlooked: cost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, relatively nominal AI costs have been a boon for experimentation and adoption. We\u2019ve&nbsp; been living through a subsidized golden age of AI pricing. But it can\u2019t last forever. We\u2019re already hearing frontier stories of companies blowing their budgeted allocation and getting hit with exorbitant bills wholly unexpected. Building an important business workflow around the assumption that tokens will always be cheap is not a particularly resilient strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The smarter question isn\u2019t, \u201cHow cheaply can we do this with AI today?\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s, \u201cWould this workflow still make sense if the economics changed tomorrow?\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where an experienced agency can bring something different to the table. Agencies are building AI-ready workforces because the market is forcing them to. They\u2019re not just teaching people how to prompt. They\u2019re figuring out where human judgment belongs, where automation belongs, which tools should connect to which systems, what data can safely move where, and when AI simply isn\u2019t the right answer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The opportunity isn\u2019t to replace the in-house team. It\u2019s to give that team an operating partner that has already been through more of the experimentation curve.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And this is where the agency model may prove surprisingly durable in an AI-first world.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The companies that get the most value from AI won\u2019t necessarily be the ones with the most tools. They\u2019ll be the ones that make AI a foundational part of how they work\u2014across people, processes, technology and decision-making\u2014without turning every employee into an AI systems architect.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s a workforce and operating-model challenge, not just a technology challenge.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it\u2019s one agencies are increasingly equipped to help solve. At least the ones who are already visualizing and implementing what an AI-ready workforce actually looks like\u2014and how companies can structure people, processes and resources to make AI a foundational capability rather than another item on the to-do list.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a familiar refrain happening inside marketing organizations right now: \u201cWe need to use more AI.\u201d<\/p>\n","protected":false},"author":26,"featured_media":21142,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-21141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AI Doesn\u2019t Make Agencies Less Relevant. It Makes Them More Necessary.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 | 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-doesnt-make-agencies-less-relevant-it-makes-them-more-necessary\/21141\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI Doesn\u2019t Make Agencies Less Relevant. It Makes Them More Necessary.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\" \/>\n<meta property=\"og:description\" content=\"There\u2019s a familiar refrain happening inside marketing organizations right now: \u201cWe need to use more AI.\u201d\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/ai-doesnt-make-agencies-less-relevant-it-makes-them-more-necessary\/21141\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-30T05:52:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AI-Doesnt-Make-Agencies-Less-Relevant.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"becky\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ai-doesnt-make-agencies-less-relevant-it-makes-them-more-necessary\\\/21141\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ai-doesnt-make-agencies-less-relevant-it-makes-them-more-necessary\\\/21141\\\/\"},\"author\":{\"name\":\"becky\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/691c982d02f2c27abe252eb0ce31e03b\"},\"headline\":\"AI Doesn\u2019t Make Agencies Less Relevant. 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