Amid growing tension over workplace AI, agencies have a window to reimagine staffing
Digiday ·
AI agents are becoming common among agencies, but most companies haven't grasped their potential to reshape teams.
Marketing agencies across the ad industry have been enthusiastic adopters of AI agents. But their team structures, job descriptions and the career paths of their staff have been largely left untouched — even as the actual day-to-day work of media buyers and marketing execs has changed, and even as fluency with AI tools becomes a required skill.
“There is a baseline that everyone is expected to understand and be fluent in,” said Gila Wilensky, evp and head of data and media, North America, Monks, during a session at Digiday’s Media Buying Summit this week in Newport Beach, Calif.
At many agencies, fluency means using and developing AI agents to automate planning or media activation work. A Digiday survey published in May found that just 9% of media agencies were not pursuing agentic AI solutions of some kind.
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