Agency AI Divide: Proprietary Tech vs. Big Tech Integration
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Agency AI Gap: Are Firms Building Proprietary Tech or Just Layering on Big Tech?
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Storyboard•20-03-2026, 08:01
Agency AI Gap: Are Firms Building Proprietary Tech or Just Layering on Big Tech?
•Most agencies are not building proprietary AI, but rather layering services on top of Big Tech models like Cloud, ChatGPT, and Gemini.
•Industry experts like Gowthaman Ragothaman and Partha Sinha highlight that agencies lack the time, computational power, and data to build foundational AI.
•Real innovation for agencies lies in redesigning marketing workflows, decision systems, and content supply chains using existing AI tools, not creating new AI.
•AI is transforming execution by enabling rapid data mining, insightful information, and the creation of numerous ad variations, leading to efficiency gains.
•The agency value is shifting from execution to strategic prioritisation, behavioural insight, and system architecture, with new revenue models emerging.
