Jay Padasol

Forrester VP and principal analyst covering marketing agencies and media; outlines industry consolidation, AI impacts on agency business models, and previews 2026 agency predictions.

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Sep 18, 2025 • 27min

Defining AGI, Measuring AI Search, Agency Swirl Continues

Brian Hopkins, Forrester VP of Emerging Technology, defines AGI as autonomous software that learns across domains. He discusses self-learning models and the implications for workforce strategies. Jay Padasol, Forrester VP and analyst, outlines how AI is transforming agency business models from labor-based services to automated platforms. He highlights concerns among CMOs regarding agency distractions and previews predictions for the agency landscape in 2026, including consolidation trends and the growth of independent firms.

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