In this session...
Welcome to a pivotal moment in the creative industry. Despite 82% of brands still relying on traditional labor-based fees, the rise of generative AI (GenAI) is challenging agencies to rethink their value propositions.
With agencies eager to demonstrate their GenAI prowess, the big question arises: Will AI redefine the agency-brand value equation entirely?
What You'll Learn from This Session...
- How does the spread of GenAI change the way brands evaluate agency output? Does it imply changes in compensation models?
- What are the implications for agencies if they prioritise improved efficiency as the main value stream of GenAI tools?
- How can agencies turn proprietary GenAI tools into new revenue streams?
