Indie Agencies Struggle with AI-Driven Client Expectations
Published on 8.11.25
Indie agencies are facing a challenge due to the rise of generative AI, which threatens their pricing models and creative work. According to Lucinda Peniston-Baines, some indie agencies are not adapting to clients' demands for efficiency, despite AI becoming a standard in creative pitches. Clients see AI as an internal tool to regain lost margins, rather than a threat to agency business.