The Digiday Podcast Why AI is agencies’ frenemy
12 snips
Aug 26, 2025 Michael Bürgi, Senior media buying editor at Digiday, and Seb Joseph, Executive editor of News at Digiday, delve into the complex relationship between AI and advertising agencies. They discuss how generative AI could disrupt client relationships, making agencies either more essential or less reliable. The conversation also touches on the shifting compensation structures and the potential job impacts within the industry as brands navigate their increasing reliance on AI. Expect insights on marketing strategies in this rapidly evolving landscape!
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Publishers Push Usage-Based AI Deals
- Publishers are shifting from lump-sum licensing to usage-based compensation for AI companies.
- Perplexity's Comet Plus shares 80% of subscription revenue with publishers as a model example.
Brands Vary On In-Housing AI
- Kamiko interviewed brands showing varied readiness to in-house AI, from Adobe to U.S. Bank.
- Decisions hinge on maintenance costs, data privacy, and whether firms can monetize internal AI investments.
AI In-Housing Mirrors Past Hype Cycles
- The AI in-housing trend follows a Gartner-like hype curve similar to programmatic.
- Early experimentation will lead to a slower, more measured adoption once costs and complexity surface.
