AI Is Putting Pressure on How Marketing Agencies Charge

What happened

In an interview, Kika Samblás, of the consultancy Scopen, said that technology is putting pressure on agency fees. According to her, artificial intelligence is accelerating the push for efficiency in marketing, cutting costs and increasing production capacity. This calls traditional compensation models into question.

The debate now centers on how to recognize investments in technology, talent and strategy that don't always show up in the materials delivered to the client.

What this changes for your business

For anyone hiring an agency or a freelancer, this discussion is useful for better evaluating what you're paying for. Some practical points to consider:

• Look beyond the number of posts. If AI makes it easier to produce more content, the differentiator becomes the strategy behind it: the right audience, the right message and tracking results.
• Agree on clear goals. Instead of paying only for volume, discuss metrics such as leads, sales, qualified reach or cost per customer.
• Ask how AI is used. A partner that uses technology well can deliver faster and free up time for analysis and creativity.
• Value knowledge of your business. Someone who understands your market and your customers makes a difference that no tool can replace on its own.

The best contract is one in which both sides clearly see the value generated, not just the hours worked or the pieces produced.

Original news: meioemensagem.com.br.