ChatGPT is undeniably efficient, cranking out text faster than any human, no matter how much Red Bull or caffeine that human has mainlined. But at the same time, while ChatGPT can smash standardised tests with its eyes closed, it’s also the kind of friend who gets lost trying to find you because their phone died.

As a creative professional, it’s easy to feel scared and fascinated. Will AI turn our skills obsolete? By now, everyone can see that AI will cause (and has already caused) significant shifts in the job market. But as with any technological revolution, new opportunities are also bound to emerge.

If you’re a marketing leader working out how to move forward in the age of AI, you’re well acquainted with the traditional distinctions between agencies and studios. Yet these labels are becoming increasingly fluid. The real question isn’t just about choosing between an agency or a studio—it’s about finding the right strategic partner to drive the results you’re after.