It seems that AI is all anyone can talk about.
How is AI being leveraged in media as opposed to creative agencies? Is it poised to replace human roles, even all of them? Will it make marketing efforts smarter and response faster? Can it lower what I pay my agencies?
All great questions, though the answers can be complex and not always straightforward, even as industry trades continually strive to provide clarity.
For instance, AdAge provided their perspective on what AI developments may shape the remainder of 2025. These include:
- Answer engine optimization (AEO) strategies need to continually evolve with advancements in AI. This includes turning your websites into readiness hubs for large language models (LLMs). What are LLMs? Ask your agency.
- Growth in use of AI Agents by consumers will be a mixed blessing with potential blow back if the search results aren’t trustworthy
- Proliferation of AI Slop (our new favorite term!), but… poor quality AI-generated artwork will eventually turnoff consumers. Could there be consumer demand for, and even Congressional action to require, clear labeling of AI-generated content? Consumers want authenticity. They want to experience human created content over AI.
- AI will grow beyond being just another tool for Marketers. “AI platforms will evolve beyond mere content generation to handle more complex tasks with autonomy,” said Wesley ter Haar, co-founder and chief AI and revenue officer for Monks. (AdAge)
- Acquisitions may be afoot! (see the AdAge article for more details)
AI is certainly a hot topic with our clients.
And, when it comes to agency searches we manage, it’s expected that agencies will cover their AI capabilities as part of credentials presentations, case studies and how AI is leveraged should they be hired by marketers.
Bajkowski + Partners LLC is a leading consultancy providing services to marketing and procurement teams in the areas of agency relationship management, agency search, process audits, contract and SOW development and audits, and other marketing operations related areas. For more information, please visit our website.
