Agencies understand the disruption.
New channels. New platforms. New equipment. Expectations of new customers. Those of us who work, or have worked, in agencies, we feel this. We have adapted again and again, often faster than our customers.
But artificial intelligence is different.
AI is not just another capability to layer into your technology infrastructure or a way to take time out of existing workflows. It is a force that is reshaping industries, roles and how value is created, especially in professional services.
Right now many agencies are using AI to work faster. This is a smart place to start. But the story does not end here.
Because the agencies that will win in the next decade won’t use AI to optimize what already exists. They will use it to reimagine what is possible.
Why is AI optimization only the first chapter?
Most organizations view AI from a familiar perspective:
- Automate Workflow
- reduce costs
- increase productivity
These benefits are real. And necessary.
But they are also temporary.
When everyone has access to the same AI tools, efficiency becomes less of a differentiator. Speed becomes the baseline. Cost savings equal. For agencies, this raises a big question:
If AI can help speed up and reduce the cost of the services we sell, what are we really selling next?
This is where the conversation needs to shift from adaptation to innovation.
From doing the same thing faster to creating new value
AI is already reshaping organizations:
- communicate and sell
- Design products and services
- Hire, train and develop talent
- Develop strategy and allocate resources
For agencies, this opens up entirely new possibilities:
- New service lines powered by AI
- AI-enabled customer experience
- Proprietary Devices, Platforms, or IP
- New Pricing Models and Revenue Streams
AI isn’t just a way to improve margins; This is a way of expanding the role that agencies play in the development of their clients.
But reaching this potential requires more than experimentation with tools. This requires leadership, intention and a clear framework for innovation.
What agency leaders should be asking right now
Right now, agency leaders are feeling a mix of excitement and uncertainty.
You may be asking:
- Where exactly should we (and shouldn’t) invest in AI?
- How can we avoid chasing every new device even as we move forward rapidly?
- What skills will our teams need 12, 24, 36 months from now?
- How do we innovate responsibly, without putting our customers or our people at risk?
These are questions of leadership. Not technical.
And these are exactly the questions Paul Roetzer will address in his upcoming keynote AI for Agencies Summit.
A framework for AI-powered agency development
In your session, “AI Innovation Essentials for Agencies: From Adaptation to Accelerated Growth,” Paul offers an executive level perspective on where AI is headed and what it means for agencies specifically.
Based on his experience as both an agency founder and AI teacher, Paul will explain how agency leaders can:
- Identify and prioritize AI-driven innovation opportunities In services, operations and go-to-market strategies
- Explain key AI trends Shaping the near-term future and understanding what really matters
- Create the conditions for AI-driven innovation, including:
- Talent and skill development
- Governance and moral guardrails
- Large scale experimentation and implementation
The goal is not to chase the latest devices. It’s a build to do AI-Forward Agency, One that can adapt faster, innovate better and create new value for customers.
why does it matter now
AI capabilities are advancing at extraordinary speed. The window of experimentation is closing and the era of implementation is beginning.
Agencies that treat AI as a side project risk falling behind. Agencies that treat it as a core strategic competency stand to redefine their future.
As Paul recently said linkedin post: :
“Many marketing agencies are at a crossroads. AI is threatening to disrupt traditional service and pricing models, while presenting new growth opportunities for companies that can re-imagine their business and help drive AI transformation to clients.”
This is not a matter of spreading fear. This is a call for leadership.
Join the conversation at the AI for Agencies Summit
Paul Roetzer will deliver this keynote address AI for Agencies SummitA FREE, VIRTUAL EVENT Designed for agency leaders and practitioners who want to move beyond experimentation toward real, sustainable development.
- 12 February
- free registration
- Virtual
Register for the AI for Agencies Summit
The questions raised in this session are ones every agency leader should be thinking about right now.
Learn more from Paul
Listen to Paul and Mike and subscribe to the Artificial Intelligence Show podcast.
Listen to Paul’s 2025 MAICON Opening Keynote
About Paul Roetzer
Paul Roetzer is its founder and CEO. SmarterX And Marketing AI InstituteWhere he leads efforts to accelerate AI literacy and human-centered AI transformation in organizations.
He is the co-author of Marketing Artificial IntelligenceCreator of the Marketing AI Conference (MAICON), and co-host of the popular podcast artificial intelligence show. Through SmarterX’s AI Academy, Paul has helped thousands of professionals learn how to implement AI responsibly and strategically.
Before founding the Marketing AI Institute, Paul launched HubSpot’s first partner agency PR20/20, which he sold in 2021 after establishing it as a leader in digital marketing.
This unique combination of agency experience and AI leadership gives Paul a practical, story-driven approach to helping organizations rethink business models, reinvent industries, and build for what’s next.
About AI Summit for Agencies
AI for Agencies Summit It brings together agency leaders and practitioners to explore how AI is reshaping agency models, services and growth.
Want to hear from Paul and five other agency leaders? Register for free, virtually AI for Agencies Summit 2026Taking place on 12th February 2026.
