As we enter 2026, AI is still in the headlines. Will the bubble burst, will the government ban Grok, has AI killed the networks? Where does Jensen Huang get those leather jackets?
Hype cycle aside, it is clear that clients and agencies of all stripes are still wrestling with what an AI future holds. According to IT Desk, 71% of businesses are using AI in their marketing strategies. In theory then, Agentic AI, Gen AI content and Automated AI-driven engagement all represent a threat to the traditional role of many marketing businesses.
However, in practice AI alone is not the panacea for marketeers looking to grow brand value and drive effectiveness. See the backlash to McDonald’s Netherlands Christmas ad, which was created using Gen AI. A slop montage of AI-generated clips, one comment called it “the most god-awful ad I’ve seen all year”. And the agency defended the work by saying it took post-production teams almost as long to finish as a traditional shoot. A poor idea and poorer execution pose the question – what was the point?
Well, for us at Now Next Why the point is that AI requires experts to maximise its potential.
As Forrester says, “With growing complexity across channels, data and content, brands are now prioritising partners who can add strategic value, integrate technology and drive impact…it’s clear that expertise now outweighs price.”
Agency relevance lies here. Especially when we consider the challenging reality of the client landscape. Tasked with doing more for less, navigating a highly complex landscape and arguably dealing with a greater breadth of tech (soft/middleware) than CTOs. Building brand value and converting more sales, with a finite number of hours in the week.
AI in isolation won’t completely solve their challenges, nor will agencies simply trying to do AI’s job…but less well. Clients need experts to help make sense of AI and get the most from it. They need agencies who get this.
We see three layers of expertise, where marketing and martech businesses should focus:
1. Brand layer expertise: Without robust brand foundations automation is rudderless
2. Tech layer expertise: Understanding, integrating and deploying the right tools
3. Comms layer expertise: Crafting and curating AI-driven omni-channel engagement
At the brand layer, robust strategy and design are paramount. Distinct positioning and assets must provide the guiderails for brands using AI to go out into the wild. Targeting, tone, insight, identity must be locked. Otherwise, how can an AI agent be trusted to be a brilliant brand ambassador? Or automated content be on brand, everywhere?
The tech layer continues to evolve. Martech experts who can help businesses of all shapes understand the complex array of platforms and tools, alongside how to get the best from them, can provide a strong advisory role to brand clients. CRM linking to social to sales anyone? At an equitable cost?
Comms-wise, partners who can deliver both creative and media expertise will win. Planning the who, how, what and why, is integral. Curating the outputs key. But no-longer will agencies be given months to develop. Success will come from the ability to work with agility and manage real-time engagement.
As the year begins to get into gear, we would suggest all agencies consider their areas of expertise and how they can support these layers. Winning will not necessarily be about having proprietary AI tools but understanding and demonstrating how the harnessing of technology can accelerate success in key areas of agency expertise.
This may require a re-think on positioning and value proposition, internal up-skilling and team development or perhaps acquisition. The Now Next Why team of experts have all built and exited agencies, and can help sharpen and futureproof your expertise. Drop us a line if you’d like to chat.
Owen Catto
Strategic Positioning & Propositions
Owen has 20+ years agency leadership experience. He brings a unique blend of strategic clarity and creative clout, working with agencies to distil their positioning, proposition and cultural DNA.
