Choosing an agency in an AI world

How does a marketer best choose an agency in an AI world?

Marketers and agencies everywhere are hard at work trying to make sense of what AI means for their business. AI platforms like ChatGPT, Google Gemini, Microsoft Azure AI, AWS AI/ML, Anthropic, Midjourney, Perplexity and others seem to evolve daily.

It truly is a brave new world.

In this wild west of innovation, how can a marketer select a marketing services agency?

Here is our advice for evaluating an agency in this new AI world:

1. Be skeptical of claims.

AI is a rapidly evolving science. You can see that in the frequency of innovation occurring at the major platforms, as well as how some innovations (like the recent GPT5 launch) fail quickly.

Suggestions for marketers:

• View AI as an evolving space that requires ongoing experience and evolution.
• If an agency claims they have “the answer”, pause and look closer. No one has “the answer”.
• If the agency claims to have proprietary AI capabilities, inquire about the underlying code or platform. Be skeptical of underlying code that is not from a stable, well-funded platform.

2. Look for experimentation, trials, early learning, and a learning agenda.

Any agency that is fit to be an ongoing partner already has their hands in the AI dough. They are actively experimenting and learning. They are trialing new methodologies and workflows and capabilities. Ask about what they are up to!

Some suggestions for marketers:

• Ask what trials the agency has underway and to see successful and unsuccessful outcomes
• Ask how the rapid changes in AI have resulted in the agency changing its views and opinions on making the most of AI
• Ask to see the agency’s approach to validating any decisions delegated to or leveraging AI
• Ask to see the agency’s AI governance model

3. Look for agencies that can make the most of existing best practices while experimenting with AI.

Marketers need to make sure every investment delivers on its promise. AI experimentation and trials are a necessity, but your basic budgeting should primarily support strategies and tactics that you know work. Do not put your business at risk on a hunch or wild AI claim.

Our suggestions for marketers:

• Review prospective agencies’ understanding of effectiveness best practices and knowledge
• Ask the agencies for their recommendations regarding testing and innovation (including AI initiatives)

4. Don’t forget that marketing services require deep human expertise and experience.

“AI” is representative of an earth-shaking arena of capabilities and potential. The agencies making the most of AI capabilities on behalf of their clients will be the agencies with the most talented, thoughtful, knowledgeable and client-centric staff.

Our suggestions for marketers:

• Do not forget that agency work is a people-centric business and your success depends on having access to the right team
• Ask the individual agency team members what they have learned from their AI success and failures and what current experiments they have underway

5. Remember to pay attention to historic agency selection best practices.

Some suggestions for marketers:

• Be clear about the necessary business impact from your agency investment
• Share the available budget and required scope with prospective agencies
• Have a clear definition of your needs (capabilities, scale, geography etc.)
• Make sure your MSA is up to-date and fit for the ever-evolving nuances of agency services
• Remember that this is dating! You want to be appealing to the agencies.

Agency search consultants can help! And we are not all the same. There are many fine search consultants with deep knowledge and expertise. And there are others with questionable practices like charging agencies to participate in reviews or charging a fee to the winning agency, or charging agencies to be in their database. Marketers need to know the consultant’s business model in order to avoid conflicts of interest.