A Different Way – The Role of Generative AI
What happens to agencies in a world where Chief Marketing Officers and Marketing Managers are neither chiefs, officers, nor managers anymore? Or when marketing departments are not departments anymore? The “new” management paradigm, with roots tracing back to Toyota in the 80s and later revolutionizing software development, is now spreading like wildfire across industries—including marketing and sales. Whether you call it agile or not, the shift towards autonomous, cross-functional teams has significantly disrupted the traditional agency model.
The paradox? Agencies are brimming with creative talent, niche experts, and innovation power—qualities organizations increasingly value as critical to thriving in today’s competitive, AI-driven marketplace. However, the ecosystems of agencies and modern organizations no longer align. In response to these pressures and the need for speed, efficiency, and innovation, the in-house trend continues to gain traction, further reshaping the landscape.
Generative AI: The New Frontier
Enter generative AI, an unprecedented force reshaping marketing and creativity. Generative AI enables organizations to produce high-quality content, streamline workflows, and scale creativity like never before. With tools like ChatGPT and MidJourney, in-house teams can generate ideas, copy, designs, and data-driven insights faster and more cost-effectively than traditional approaches. However, generative AI also introduces a new dynamic: it doesn’t replace creativity but amplifies it—when paired with the right talent and strategy.
This is where agencies and freelancers still play a critical role. Generative AI excels in execution but needs strategic direction, a human touch, and creative vision—areas where external partners can provide unmatched value.
Freelancers: The Flexible Future
The gig economy is flourishing, and project-based work continues to replace the traditional agency-of-record model. This has fueled the demand for freelancers, who offer flexibility, specialized expertise, and cost efficiency. But freelancing comes with its challenges: income uncertainty, the need to hunt for projects, and a lack of a social context.
The IT consultancy sector has already paved the way, creating independent consultant networks and platforms to connect talent with organizations. Yet the creative and marketing industries have been slower to adapt. Existing consultant suppliers often lack the knowledge and networks to meet creative demands, leaving organizations to manage freelancers on their own—a task that drains time and energy.
A New Approach: Agencies, Freelancers, and Generative AI
The answer may lie in blending the strengths of in-house teams, generative AI, and external partners. Generative AI can handle high-volume, repetitive tasks, freeing up human talent to focus on strategy, innovation, and creativity. Agencies and freelancers, armed with generative AI capabilities, can step in as strategic advisors and creative amplifiers, offering organizations the agility and expertise they need without the burden of full-time resources.
In this new landscape, the question is not whether to go in-house, hire freelancers, or rely on agencies—it’s how to orchestrate the best combination of these elements to thrive in a world increasingly shaped by AI.
