Survival of the fittest: Indie agencies facing the AI battle
While agencyland’s holding companies are pouring money into AI, independent agencies are lacking in adoption of tech. Tangram’s Australia-based managing director and partner, Helen Johnson, explores.
AI, technology, and automation are transforming the advertising industry, with networks like WPP, Publicis Groupe, and Omnicom pouring vast sums – hundreds of millions of dollars – into AI, technology and automation.
WPP has announced a £250 million (AU$480 million) investment in AI for 2024, and Publicis Groupe has committed €300 million (AU$493 million) to AI.
These investments will enable the holding companies to develop and deploy proprietary AI and technology solutions, and gain access to exclusive partnerships and platforms.
