
Why AI is agencies’ frenemy
The Digiday Podcast
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AI's Impact on Agency-Brand Dynamics
This chapter explores the transforming relationship between agencies and brands as artificial intelligence becomes integral to their operations. It highlights the concerns agencies have regarding in-house AI capabilities, the evolution of compensation structures, and the challenges brands face in utilizing advanced technologies. The discussion emphasizes the need for effective measurement frameworks to ensure that the efficiency of AI enhances meaningful marketing outcomes.
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