The impact of AI within the agency
We are january 2024, and the traditional agency model is under pressure. The rapid democratization of AI is forcing a fundamental shift in how we operate, just as the COVID-19 pandemic forced retailers to reinvent themselves. Those who adapted didn’t just survive—they thrived.
We face a similar crossroads today. AI is reshaping every aspect of marketing and content creation, challenging agencies to rethink their value. Instead of resisting this transformation, we embrace it, leveraging AI to work smarter, not harder. But this shift raises critical questions:
Can we truly call it “growth” if we’re handling twice as many projects without hiring more people?
Is a “time and material” pricing model still relevant in a world where AI accelerates production?
Where does AI expertise fit into the equation if we’re only charging for hours worked?
The easiest example: how the process of content creation has shifted
AI has fundamentally changed how we approach content creation, forcing us to rethink traditional workflows. In theory, if producing high-quality content once took an hour, AI now accelerates certain aspects—drafting, research, and optimization—while shifting the focus to strategy, creativity, and brand differentiation.
This evolution is about enhancing human input. The real value now lies in curating, refining, and aligning content with business goals—but, most of all, in creativity—something AI is not.
AN EXAMPLE OF COPYWRITING 1.0
OUR AI WAY OF WORKING:
The hidden costs of AI adoption
AI isn’t just a tool—it’s a skillset. The ability to integrate AI effectively requires ongoing research, training, and strategic application. Simply using AI without understanding its full potential is like buying a high-performance car without knowing how to drive it.
Some agencies are responding by purchasing licenses for every AI-powered MarTech tool that promises efficiency. But this approach comes with a hidden danger:
The AI license hangover
One of the biggest challenges today is the over-licensing of AI-driven MarTech tools. Many companies are accumulating an overwhelming number of subscriptions, each solving a small part of the puzzle but failing to provide a cohesive, strategic view.
We’ve found that 50% of current AI MarTech licenses could be replaced with a simple API call. The only real requirements? A skilled developer, time, and the right mindset. And in our experience, it’s the last two that pose the greatest challenge.
AI engineering for marketing is overrated
Contrary to popular belief, you don’t need an AI engineer to scale your agency. It’s like hiring a pilot to drive a taxi—sure, they can do it, but clients will end up paying for an overpriced ride.
What you really need is:
- A skilled developer with the right expertise
- A strategic mindset that prioritizes efficiency
- AI as a sidekick, not a replacement for human intelligence
AI’s real power lies in enhancing human capabilities, not replacing them. That’s why we’ve built our own internal AI-powered solutions, free from licensing constraints:
- Internal AI-powered link-building tool
- AI-driven image alt tag generator with visual AI integration
- Automated multilingual SEO product description generator with keyword enrichment and product feed integration
- Custom AI-driven integrations for Google Docs, Sheets, and Slides
These tools allow us to own our AI strategy, rather than relying on third-party vendors.
Shifting from a time-based model to an expertise-based model
The traditional pricing model—charging for hours worked—no longer reflects the value agencies provide. The future lies in an expertise-based model, where agencies monetize specialized knowledge, strategic insight, and AI-driven efficiency rather than just time spent.
By adopting this approach, agencies can:
- Differentiate themselves in a competitive market
- Strengthen client relationships by offering deeper strategic value
- Achieve sustainable growth through specialization rather than sheer project volume
This is why one of our core recommendations to clients is recognizing that OpenAI is open-source. If your marketing processes aren’t properly structured, your brand intelligence could unintentionally benefit your competitors.
Wait… why am I sharing this when competitors could be reading?
Because I believe in collaborative intelligence. AI adoption should drive a smarter, more innovative Belgian agency ecosystem. It’s time to stop lagging behind the Netherlands before they start believing we always will.
Agencies can offer more expertise as a service, less team as a service
The future belongs to agencies that provide expertise as a service (EaaS) rather than simply outsourcing manpower. This model enables businesses to tap into specialized skills on demand—without the overhead of full-time specialists.
EaaS provides:
- Flexible, cost-effective access to expert insights
- High-impact strategic solutions tailored to specific challenges
- A more sustainable way to leverage AI without unnecessary licensing
Let’s talk—your perspective matters
I’m a firm believer in constructive feedback, hence co-creating. How do you see your agency evolving? Let’s have an open conversation about the future of our industry.
Kind regards, Olivier
Surely, Managing Partner at Us Agency (Part of Cronos) — and possibly an idealist (maybe too much).
