The creative world is one of those rare places where, if you have talent and grit, the doors eventually open. But the industry those doors led to is changing — and with AI stepping in, that change is no longer gradual. It is speeding up, big time.

Recently a major brand moved its creative work to a flat-fee model. Some of the wording in that announcement hit a nerve, but it was not surprising. This is where the industry is heading — and most likely, the next step is brands building their own in-house creative teams.

Here is the truth: creative ideas and strategy will always matter. But just like media power shifted from agencies to platforms, creative power is shifting too — towards smaller, nimble teams and talented individuals.

We are heading toward a world where everyone in advertising becomes their own “agency.” Creativity is about to become more free, more flexible, and more decentralised than ever. We are entering a new era — one where the power is moving from intermediaries to two key players: talent and brands.

1. Agency fees vs. AI

Most agency models today are built around billable hours. Clients pay for the time spent, not just the outcome. But that model is cracking — because AI is changing the game.

AI does not replace talent. It just handles the heavy lifting — the repetitive, operational work.

According to the 2023 ANA In-House Agency Report, in-house creative teams at brands grew from 42% in 2008 to 82% in 2023. Why? It is faster, cheaper, and more efficient. And AI is accelerating that shift. When clients realise AI can do in minutes what used to take days, they start questioning what they are really paying for.

2. The talent-AI flip

Agencies used to rely on big creative teams — strategists, planners, designers. AI is levelling that playing field.

Now a single creative person can do the work of an entire team with the right tools. The dynamic has flipped. Agencies do not hold all the power anymore.

Harvard Business Review put it well: “AI accelerates decentralization in advertising by empowering individual creators.” What used to take twenty people and three months can now be done by one person in a week.

3. Media planning goes in-house

The same shift is happening in media. About 40% of global ad budgets are managed in-house, and by 2030 that number could hit 60% (eMarketer). Brands want more speed, more transparency, and more control — and AI helps make that possible.

So, where are we headed?

AI is pushing advertising to become more independent. The traditional fee-based model will not survive much longer.

  • Fees: hourly billing will collapse under AI's efficiency.
  • Talent: individuals will function like mini-agencies.
  • Media: in-house teams will take over planning and buying.

The winners will be the ones who do not resist these changes — but ride with them. Yes, it means rethinking how we work. Yes, it is uncomfortable. But it is also full of possibility.

Just as AI is helping scientists cut drug research from years to days, it is also helping creatives get to great ideas faster. And for talented people? This is the best time to be in the game.