Why Replacing Your Agency with AI Is a Mistake—and Why Your Agency Should Still Be Using It

There’s a growing narrative in our industry that marketing agencies can be replaced by artificial intelligence. The promise is seductive: 24/7 output, reduced costs, hyper-efficiency. But here’s the truth that leaders at Klarna and Duolingo are now reckoning with: Automation at the expense of human nuance rarely delivers on its promise.

I’ve spent two decades leading marketing and operations teams through multiple waves of digital transformation, including the rise of robotic process automation (RPA) and the evolution of enterprise AI. What’s playing out with these AI-first strategies that companies are employing is not just a cautionary tale; it’s a signal for agencies to step up, not step aside.

AI Is Not a Replacement. It’s a Copilot.

The most successful agencies in the next five years won’t be the ones trying to out-automate everyone else. They’ll be the ones who know how to wield AI—strategically, ethically, and creatively. After all, AI done well has some significant benefits.

AI can support A/B testing at a scale we couldn't imagine 10 years ago. It can draft first-pass content we can respond to instead of imagining net new content. It can analyze customer sentiment faster than any team of humans ever could. But it can’t understand the subtext of a brand’s legacy or why a certain creative direction "feels off." That work still demands human insight.

What Klarna and Duolingo Missed

Klarna bragged last year that AI was doing the job of 700 support agents. Now they’re reversing course, realizing that customer trust eroded when empathy left the chat. Duolingo may not have walked that path back yet, but their consumer base is making their opinion clear: They want human educators, not just algorithms.

It’s not just about output. It’s about perception, connection, and quality. When AI becomes the face of your brand, you risk devaluing everything your customers trust you to deliver.

Use AI for the Jobs Humans Shouldn't Be Doing

Good agencies are already integrating AI into backend systems, into testing, and into workflows. They’re using it to supercharge human creativity, not replace it. They’re using it to ask better questions, not shortcut the answers. They’re automating the repetitive so humans can focus on the strategic.

When AI is used to replace, it becomes a brand liability. When it’s used to test, optimize, and analyze, it becomes a force multiplier.

Clients Want Results, Not Robots

Clients come to agencies for strategic partnership, fresh thinking, and audience empathy. For that, agencies can’t be replaced by machine learning. But AI can enhance the work your agency does—if they know how to use the tools well.

AI won't replace agencies. But agencies who don't understand AI might just displace themselves.

Let’s be clear: This isn’t about resisting the future. It's about shaping it. Use AI. Embrace it. But never forget what makes your agency valuable in the first place: the humans behind it.

If you're looking for a partner to help you navigate this next phase, Wheels Up is ready. We specialize in identifying the right AI tools for your business, implementing them thoughtfully, and helping your teams get real value—not by replacing people, but by freeing them from the tedious tasks that slow them down.

Let’s get to work.