Pete Paterson
By Pete Paterson on 19 Feb, 2024


In the dynamic realm of AI, the relentless hype surrounding its potential cannot be ignored. We’re at the threshold of a transformative era, where the integration and consolidation of Generative AI capabilities will shape a future full of possibilities, particularly in digital and marketing.

As businesses worldwide – not just agencies – strive to unlock AI’s potential, the daily announcements and hype can be overwhelming. The impact of AI is real, driving what feels like Day 1 on a long road ahead, we are all at the start of a transformative journey.

This presents a tremendous opportunity for digital and marketing agencies, who are in a position to transform quicker than most. While uncertainties and risks abound, agencies can play a pivotal role in aiding their clients with AI adoption and evolving their services to provide more value.

The ongoing AI revolution - are we truly at Day 1?

Despite AI's decades-long existence, today's Large Language Models (LLMs) and task-specific AI tools signal a new beginning. Capable of automating complex, knowledge-based tasks at an unprecedented level, AI is rapidly advancing. With multi-modality and widespread adoption on the horizon, I do believe that we find ourselves in day one of an exciting AI journey.

The rapid integration of AI into everyday tools, as demonstrated by companies like Meta and Google, indicates a swift evolution. The potential for AI to become embedded in various tools, enabling them to handle diverse tasks, signals that there is much more to come in the AI revolution.

AI is re-shaping marketing

The marketing industry is set to be an early adopter of AI, driven by the immense addressable market and intense competition.

Recognising clear use cases in customer data and insight, content creation, customer engagement, personalisation, performance marketing, and online advertising, and many others, AI promises increased market share and profitability. The ability to efficiently manage the growing volume of content and channels further strengthens AI's role in marketing.

As AI tools become more integrated, their ease of use will increase, fostering higher adoption rates. The anticipated impact of AI on marketing is not only transformative but also holds the potential to redefine industry standards.

Agencies in an AI-driven future

Historically, agencies bring to client’s independent perspectives, deep expertise, and accountability for results. As AI transforms digital and marketing, these fundamentals remain unchanged.

Agencies that blend creativity, marketing, technology, and insight can supercharge their people with AI-driven productivity to drive more outcomes for clients and stand out.

With AI driving increased automation and productivity, agencies must evolve their expertise, delivery, and pricing models. Shifting from outdated time-based fees to outcomes and value-based pricing becomes essential for agencies not just to survive but to thrive in the evolving AI landscape.

Embracing uncertainty, working collaboratively, and evolving strategies will be essential for stakeholders to harness the true potential of AI in shaping the future.

How DCX can help 

At DCX, we understand the transformative power of AI in the digital and marketing landscape. If your organisation is navigating the complexities of AI adoption, or seeking guidance on evolving your strategies, we're here to help.

Our team combines expertise in AI applications with a commitment to preserving brand integrity and delivering results. Get in touch and let us help you unlock the full potential of AI for your journey ahead.

Do AI. Better.