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Wednesday, 14 October 2026

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AI Is Not Killing Agencies. It Is Making the Big Ones Bigger

Publicis’ strong quarter shows a sharper truth about advertising: AI may not replace agencies, but it could make scale much harder to beat.

By Katherine (Kay)4 min read

Paris, 14 October 2026 – For years, the agency world has worried that artificial intelligence would shrink creative teams, reduce production fees and push clients to do more work in-house.

That fear is not wrong, but it may be incomplete.

The latest results from Publicis suggest that AI is not simply killing agencies. It is changing which agencies are best positioned to win. And right now, the advantage appears to be moving towards the biggest players.

Publicis posted stronger-than-expected third-quarter growth, supported by client demand for AI-powered marketing. The more interesting point is not only the growth number. It is why clients are choosing bigger agency groups.

According to CEO Arthur Sadoun, the global advertising market has consolidated into a new “Big Three” of Publicis, WPP and Omnicom, which now win 91% of major pitches. He also said clients that once spent months comparing several agencies are now making decisions within weeks.

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Author

  • Kay like to explores the intersection of money, power, and the curious humans behind them. With a flair for storytelling and a soft spot for market drama, she brings a fresh and sharp voice to Southeast Asia’s business scene.
    Her work blends analysis with narrative, turning headlines into human stories that cut through the noise. Whether unpacking boardroom maneuvers, policy shifts, or the personalities shaping regional markets, Kay offers readers a perspective that is both insightful and relatable — always with a touch of wit.