FEATURE that proves useful across accounts. These aren’ t side projects; they’ re how the machine learns.
The tension between expectation and erosion
Tech moves faster than most organisations can absorb. AI tools evolve by the week, algorithms shift quietly and clients expect agencies to stay ahead. At the same time, many are questioning the cost and speed of legacy models. Some are bringing work in-house. Others are testing campaigns with no agency at all.
This pressure isn’ t new, but it is accelerating. The opportunity lies in being able to adapt quickly. That means rebuilding from the bottom up, working with what clients already know about their audiences and creating systems tailored to their world. The agencies pulling ahead are those who offer something specific and responsive, not just a one-size model.
Fluency beats fear
AI fluency is becoming one of the biggest divides in the industry. Job specs are shifting, and the best ideas are coming from people who treat new tools as collaborators, not threats. But plenty are still hesitant. The change feels fast and constant, and many don’ t know where to begin.
That’ s why curiosity is now the most valuable trait in any team. Not technical depth or years in role, but the drive to ask if something could be done faster, better or differently.
What will the best agencies do?
They’ ll make space for this.
Teams will test ideas, build tools, share early gains and move on quickly from what doesn’ t work. www. intelligentcxo. com
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