Marketing agencies have widely adopted AI agents, but team structures and job roles remain largely unchanged, according to Digiday’s coverage of its Media Buying Summit. While AI tools automate planning and media activation, only 9% of agencies are not pursuing agentic AI, and most have not distributed AI-driven gains across teams. The result is increased efficiency for individuals, but little impact on overall margins or revenue per worker outside the tech sector, according to Apollo Partners.
Agency leaders at the summit said the over-use of AI can make work more tedious and stressful, with both junior and senior staff using AI to speed up tasks but sometimes skipping critical thinking. Some agencies, such as Monks and M&C Saatchi North America, are responding by investing in staff training and adjusting hiring strategies, focusing on strategic and creative skills rather than repetitive tasks. Access to advanced AI tools is often restricted to developers to control costs and exposure.
The sector is starting to rethink traditional staffing, with early signs of new roles in AI oversight and quality assurance emerging. Senior talent remains key for originality and risk-taking, while early-career staff may shift towards maintaining AI systems. Agencies are only beginning to adjust their structures to fully realise AI’s potential.
