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AI is the latest frenemy for ad agencies. On the one hand, generative AI technologies can make it easier for brands to take their marketing in-house. On the other hand, the tech can be so complicated and costly that it could push marketers to become even more reliant on agencies.
“A lot of it hinges on [the question of] ‘Should I pay my agency to take on these challenges and put the cost there, or do I do it myself?’” said Kimeko McCoy, senior marketing reporter and host of the Digiday Podcast in the latest episode.
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