This shift will undoubtedly be smoother for small- to mid-sized agencies. After all, they’re always looking for a competitive edge, which smart tech can provide. And compared to large agencies, they’re more agile with adopting new technologies and changing their models. When building their tech stacks, agencies will need to decide whether to develop their own tools or use outside partners. Industry pros aren’t typically known for their STEM expertise, so agencies that develop their own tools will need to hire software engineers, data scientists, front- and back-end developers, and UI/UX developers to bring their vision to life. 

Most importantly, agencies integrating GenAI will need to embrace a culture of rapid prototyping. Agencies will need to try different models and recognize that no one platform is going to be able to do everything; you need multiple tools working in tandem, each completing a piece of the puzzle. 

What’s next? 

While this feels like a new frontier, it’s likely to take form faster than we realize. GenAI’s place in communications will continue to evolve exponentially, and agencies that truly want to remain competitive will need to keep a watchful eye. 

Agencies shouldn’t sit on the sidelines forever, but there is some merit in spectating. Agencies that redesign business models with GenAI early on can serve as case studies, either as blueprints for success or as roadmaps for what to avoid. But the bold agencies that succeed early with GenAI are poised to gain a major competitive edge. Ultimately, those agencies will be the trailblazers moving our industry into the future. 

Although adopting and developing GenAI can feel like a race, it’s important to remember that it shouldn’t be. Agencies should absolutely be excited and open-minded about GenAI, but they still need to be mindful about how and why they’re using it. Agencies shouldn’t adopt GenAI “just because;” rather, GenAI usage should always be strategically connected to the agency’s goals and values, ensuring better outcomes for both clients and employees.