The AI Strategy Agencies Should Build Now

Описание: AI is just a new tool. It a shift in how work gets done, how brands show up, and how agencies prove value.

Anne Green sits down with Aaron Kwittken, Partner and Global Head of AI + Innovation at FGS Global, to trace arc from agency builder to SaaS pioneer to enterprise AI operator. Aaron breaks down why the agentic revolution changes the game, how multi-model systems and “second screen” workflows reduce friction, and why adoption velocity matter more than the tech itself. They get practical about what is make-or-break in 2026from moving beyond hourly pricing to outcomes, to procurement pressure in-house agency. The conversation closes on what must stay human, where AI can accelerate the work, and how leaders can build the operating system for modern communications.

In this episode:
• Why agentic workflows and second screen habits unlock real ROI
• The agency business model reset, from hours and outputs to outcomes
• How to build an AI stack that is multi-model, governed, and client-ready
• What still requires human judgment, especially crisis, counsel, and trust-building

0:00 Introduction
0:54 What's Pulling You Into Its Gravity
7:57 Guest Introduction: Aaron Quicken
9:51 Aaron's Career Journey
17:48 The Rise of AI in PR and Communications
20:02 Predictive vs Generative AI
22:18 Agentic AI and the Second Screen
24:24 Adoption Challenges and Upskilling
28:17 2026: The Year of Enterprise AI
29:44 Pricing and Business Model Transformation
33:06 Agentic Colleagues and Infrastructure
37:19 The Future of Search and Discoverability
42:52 Humans Powered by Machines
48:40 Training the Next Generation
50:51 Crisis Communications and Human Expertise
53:17 Advice for Agency and Corporate Leaders