Agencies in the Age of AI: The ‘Make or Buy’ Dilemma

Global agency networks are facing a strategic crossroads. The rise of AI and automation has not only reshaped the creative process but also forced a critical question to the forefront: Should agencies build their own technology, or buy from best-in-class Independent Software Vendors (ISVs)?

Automated tools can churn out hundreds of ad variants, localized assets, and layouts in seconds.

Moreover, working with ISVs offers scalability, faster time-to-value, and influence over future roadmaps. Instead of competing with tech companies, agencies can co-create with them.

Choosing to buy best-in-class solutions – rather than building them in-house– frees agencies to focus on what they do best: telling compelling stories, creating emotional impact, and driving measurable business outcomes. In a landscape where technology evolves faster than ever, partnering with the right platforms delivers a significant strategic edge.

Marketing,

Product

Kevin Goeminne

Jul 11, 2025

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