Why Al Is Shifting The Agency-Brand Balance

As AI reshapes the marketing landscape, the dynamic between brands and agencies is evolving fast. In this conversation, we unpack why the rise of AI-driven insights, predictive modelling, and rapid data analysis is tilting the balance back toward agencies. With access to broader cross-category benchmarks and the ability to deploy consolidated insights at speed, agencies are uniquely positioned to drive ROI for brands, provided there’s strong in-house leadership to activate and champion those strategies. It’s a hybrid model built on collaboration, clarity, and smarter data use.