AI in Marketing: Are Agencies Still Relevant?

AI is transforming marketing faster than any previous tech shift. From data analysis to content generation, automation is on the rise. But as brands embrace AI, does this spell the end for marketing agencies? Or are agencies evolving into something even more essential? Let’s explore what the future holds.

C8 B – How AI Is Changing Marketing: Are Agencies Still Relevant?

AI is no longer just a buzzword. It’s rewriting the rules of marketing—reshaping how brands understand audiences, create content, and run campaigns. And with 61% of marketers already using AI in some form (Salesforce, 2024), the shift isn’t coming—it’s here.

From hyper-personalised email sequences to real-time customer support chatbots, AI in marketing is accelerating processes that once took weeks. But here’s the big question: As machines take over the “doing,” do we still need agencies?

Bar chart illustrating the most common applications of AI in digital marketing among advertising agencies in Europe. Top uses include better targeting, identifying qualified audiences

Let’s explore the evolving relationship between AI and marketing agencies—what’s changing, what’s staying, and how forward-thinking brands should respond.

The Rise of AI in Marketing: A Revolution or Just a New Tool?

AI is powering an entirely new marketing ecosystem. Brands no longer rely solely on gut instinct or traditional campaign planning. Instead, they’re tapping into machine learning, natural language processing, and predictive analytics to shape strategies at scale.

What exactly is AI in marketing?

AI in marketing refers to the use of artificial intelligence technologies—like machine learning, generative AI, and automation—to optimise marketing functions. These tools help businesses:

  • Analyse large datasets to uncover audience insights

  • Automate repetitive tasks such as ad placements and reporting

  • Generate content using tools like ChatGPT or Midjourney

  • Predict customer behaviour and personalise experiences in real-time

In practical terms, this means AI can write product descriptions, segment audiences, run A/B tests, and even plan media budgets—faster than a human team.

Stat Alert: According to PwC (2024), AI could contribute $15.7 trillion to the global economy by 2030, with marketing expected to benefit from 20% of that productivity gain.

The benefits of AI in marketing are undeniable

Here’s where AI is already making a measurable difference:

  • Faster campaign execution

  • Hyper-personalisation at scale

  • Cost reduction through automation

  • Real-time customer insights

  • Increased ROI through better targeting

Infographic titled 'AI Marketing Automation Benefits' in a circular layout, highlighting five key benefits

But while efficiency is up, questions about creativity, empathy, and cultural relevance still linger.

Are Marketing Agencies Still Relevant in the Age of AI?

This is the question brands are asking. With access to low-cost AI tools, do businesses still need an agency?

The answer isn’t a binary yes or no—it’s a strategic “it depends.”

What AI can’t replace in marketing agencies

While AI is fantastic at processing data and generating basic content, it lacks:

Think about launching a cross-border campaign in Asia. AI might help translate your slogan, but it won’t understand local idioms, societal trends, or political sensitivities the way a culturally embedded agency does.

Agencies bring this nuance, which no algorithm currently can replicate.

Why AI makes smart agencies even more indispensable

Rather than replacing agencies, AI is changing what clients expect from them. Agencies that integrate AI into their workflows offer:

  • Faster turnaround times

  • Data-driven decision-making

  • Creative ideas grounded in performance insights

  • Strategic counsel to guide AI use ethically and effectively

In short, agencies are evolving from service providers to strategic advisors.

Here’s what top agencies are focusing on:

  • Humanising AI outputs: Editing, refining, and contextualising AI-generated copy

  • Cross-channel strategy: Orchestrating seamless experiences across paid, owned, and earned media

  • Cultural localisation: Ensuring global campaigns feel native to each audience

  • Performance consulting: Making sense of AI-driven insights to optimise campaigns

Agencies that ignore AI? They’ll fall behind. But agencies that embrace it while doubling down on creativity and strategy? They’ll thrive.

The Future of AI in Marketing and Agencies: Collaboration, Not Competition

RACE framework diagram showing how AI intergrated across four marketing phase - Reach, Act, Convert, Engage

We’re entering a “human + machine” era, not “human vs. machine.” The future of marketing will be co-created—where AI handles scale and agencies handle strategy.

Here’s how the new agency model is evolving:

New agency roles in the AI era

Agencies are not becoming obsolete—they’re becoming:

  • AI curators: Selecting, integrating, and training AI tools to suit brand needs

  • Creative directors: Shaping AI content into brand-aligned, emotionally resonant stories

  • Ethics gatekeepers: Preventing misuse of AI (e.g., deepfakes, bias in targeting)

  • Cultural navigators: Translating global campaigns for local markets

  • Data translators: Turning AI insights into actionable business strategy

“What kind of marketing agencies will survive AI?”
 Answer: Agencies that blend tech fluency with human creativity, and can guide brands through AI-powered transformation with empathy, ethics, and local knowledge.

Why AI makes cross-border agencies like Comms8 more valuable

When marketing across borders, AI struggles with localisation. It can’t detect cultural nuance, societal taboos, or humour unique to each region. This is where cross-border specialists like Comms8 provide irreplaceable value.

At Comms8, we combine AI-powered tools with regional expertise to help brands:

  • Launch culturally relevant campaigns across Asian markets

  • Navigate platform-specific behaviours (WeChat vs. TikTok vs. LINE)

  • Build trust with local consumers through tailored storytelling

AI gives us efficiency. Our human touch gives you resonance.

Summary: AI Is Changing the Game—But Not the Goal

AI in marketing is not about replacing humans—it’s about enhancing them. Yes, it changes how agencies work. But it doesn’t change why brands need them: to connect meaningfully with people.

The marketing agency of the future isn’t obsolete. It’s augmented. Equipped with AI, yet fuelled by human insight, strategy, and creativity.

Final Thoughts

So, are agencies still relevant in the age of AI? Absolutely—if they evolve.

Agencies that embrace AI while doubling down on emotional intelligence, cultural fluency, and creative thinking will not only survive—they’ll lead.

For brands, the key isn’t to choose between AI and agencies. The real magic happens when both work together. As digital ecosystems evolve, explore how social commerce is redefining brand growth across Asia in our latest blog.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

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