AI Reshapes Agency Economics, Contracts Lag

Agencies are bolting AI onto MSAs piecemeal rather than rewriting them, as AI automation and proprietary generative tools change how accounts are staffed and priced. Reed Smith's Keri Bruce put the client demand simply: "Ultimately, people want disclosure. They want to know what tools are being used." Mile Marker CEO Scott Shamberg said agencies are "working that into existing MSAs" rather than building separate AI appendices.