As clients increasingly demand that their partners bring artificial intelligence (AI) solutions to the table, some brands have faced backlash for using AI-generated content. In response, agencies are shifting their focus towards using AI to improve productivity and efficiency, while also personalizing content for consumers. This shift is expected to lead to a rise in AI-focused agency startups, as companies like R/GA and MachWon invest in developing strong tech capabilities and strategic partnerships. However, some experts predict that the trend may swing back towards human creativity, with brands opting for more authentic and transparent approaches to content creation.
https://www.adweek.com/agencies/the-big-get-bigger-indies-rise-and-ai-takes-root-3-agency-predictions-for-2025/