Perspective

Is AI Redefining Agency Value?

In this episode of the Human at the Helm Podcast, Veronica Markol talks with Scott Donnell, Managing Director at XO Agency, about how AI is reshaping agency value. From pricing and production to strategy and team roles, Scott shares a candid view of what is actually changing and where humans still matter most.

What we cover:

  • Why production work is becoming a commodity and where agencies still create real value
  • How XO integrates AI as a collaborator while keeping humans in the lead
  • Fixed fee and value-based pricing in an AI-enabled workflow
  • Discovery frameworks, synthesis, and using AI to speed analysis without losing judgment
  • The human job of alignment, consensus, and confidence building with executive teams
  • Skills for the next generation of marketers and how roles may shift

By Rachael Wilson

Rachael coordinates the work of XO. Her focus is on digital projects, bringing our client’s digital experience to life from start to finish. She has worked as an independent creative PM consultant driving work between talent and teams, as well as refining her skills in innovation design at Ziba. She was born, raised, and lives in Portland, Oregon with her husband and dog. Outside of work, she's passionate about cooking, experimenting with new recipes, and diving into a good novel.