As artificial intelligence pushes brands to bring more of the creative processes in-house, agency talent is feeling the existential pressure on their jobs—and many are leaving storied organizations to chart their own paths.
According to new survey data fielded by NewtonX for ADWEEK, 32% of brands expect to handle nearly all creative in-house within 12 months, while another 23% expect to bring at least half of their creative work in-house in that timeframe.
Meanwhile, more than half (54%) of agency leaders surveyed said they’re somewhat or very likely to start their own firm within the next two years.
These trends are not unrelated.
