FEATURE
UNCERTAINTY ENGINES: TURNING RAPID CHANGE INTO COMPOUNDING ADVANTAGE
Leading agencies are using constant change – from AI shifts to client pressures – as fuel, not friction. Rather than chase speed, they build systems that learn, adapt and get sharper with every change. Matt Garbutt, Director of AI and Creative at Brave Bison, discusses why empathy and AI fluency are emerging as agency differentiators.
Uncertainty is no longer a hurdle to work around; it’ s the energy source agencies need to run on. Whether it’ s algorithmic shifts, Generative AI breakthroughs or pressure from clients to do more with less, change is constant and compounding. The agencies that thrive aren’ t the ones who dodge it, they’ re the ones that absorb it, learn from it and sharpen their edge.
Transformation is no longer episodic. From new platform rules to attribution tweaks or clients asking about AI-native creative, everything moves faster than most systems can handle.
That’ s why the way an agency operates, culturally, strategically and technically, now matters more than ever. The goal isn’ t to predict what’ s coming, but to improve how you respond each time something does.
Speed without system is just stress
The biggest myth in modern marketing is that speed gives you an edge. It doesn’ t. Speed without structure just creates more noise. Performance comes from compounding insights, building tight loops that test, learn and reapply fast. That’ s what turns volatility into value.
This doesn’ t always look like traditional strategy. It might come from a planner spotting shifts in audience behaviour through live signals. Or a creative team building content variations to suit different moods and moments. Often, it starts with a small tool made to solve one problem
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