After more than a decade in media planning, buying, and strategic digital leadership across the GCC and India, I can confidently say this: we are on the brink of a transformation unlike anything this industry has seen before and I am correlating this similar to the trends we saw with the social/ digital revolution in the early 2000s.
I’ve worked with agencies and brands through the rise of digital, the explosion of programmatic, and the pivot to performance how we transitioned from engagement and trending on twitter to generating leads & eventually focusing on conversions. But what’s coming in 2025 will redefine the very foundations of media agency operations.
This is not about experimenting with another AI tool. This is about integrating AI agents—autonomous, decision-making systems—into the daily engine room of how we plan, buy, optimize, and report. Let me put it this way: if AI-powered agencies are Jerry, smart, agile, and always ten steps ahead, most traditional agencies today are still playing the role of Tom—reactive, exhausted, and constantly trying to catch up.
The correlation is direct here: Tom’s brute force and old tricks can’t outsmart Jerry’s speed, intelligence, and adaptability. That’s exactly what’s playing out in our industry.
Why this is true: I’ll let the statistics speak for itself
A recent McKinsey report revealed that AI-driven media optimization can increase ROI by up to 30%, while reducing campaign waste by over 25%.
Gartner predicts that by 2026, 80% of advanced media planning and buying will be handled by AI agents, not people. This shift isn’t theoretical anymore. It’s operational. It’s measurable. It’s here.
This Is the Inflection Point
If you’re in a leadership seat, know this: this is not a “wait and watch” situation. The clients have changed. The expectations have changed. The tools have changed.
A leading fintech client recently told me:
“We’re not interested in traditional media anymore. If your strategy doesn’t involve AI, it’s already outdated.”
That’s not a threat. That’s a market reality and agencies that ignore it will find themselves in a never-ending chase. It’s up to you
What Media Leaders Must Do—Today
If you’re in a leadership role: this is not a “wait and watch” situation. This is your leadership test. The customer has adopted AI. The clients are demanding it. The expectations have changed. The tools have changed. You don’t need to know how to code an AI agent, or how this will be executed or what goes in the making. But you must know how to lead your agency through an AI transformation & hire the talent who can actually bring this to reality.
An action roadmap for the next six months is the way forward for agencies who don’t just want to survive but THRIVE! Because in six months, you’ll either be leading this change—or catching up to those who are (and you might be the last one to jump on the train).
I’d love to hear your thoughts—drop them in the comments. Let’s make sure we’re building agencies that lead, not lag.
