Business.co.za

What happens to agency fees when AI halves the hours?

The Media OnlineMusa Kalenga · 26 August 2026 at 06:48

AI is halving agency production time across content, reporting, campaign builds and creative. Time-based billing penalises efficiency, reducing fees when AI delivers the same or better work in fewer hours. AI creates a perverse agency incentive: becoming more efficient can mean earning less. CMOs…

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