AI is changing how media agencies work. But does every new capability actually make the work better?

In The Outcome, Darshan Sampathu, EVP, Media & Analytics at Allen & Gerritsen, shares A&G’s pragmatic approach to the AI and agentic era — from testing Google Ads AI Max to exploring how AI can make media smarter, faster and more effective without losing sight of what matters most: client outcomes. As AI becomes more embedded in the work, the bigger question may not be what it can do, but what’s actually worth doing with it.

Read more: The Outcome | How the AI and Agentic Era Is Reshaping Media Agency Work