Let me start with this.

20 years ago, I just managed to finish an average school. Eight years later, I ended up in Istanbul – not much money, just a dream of starting a youth marketing agency. I was a bit outlier, definitely not the usual “ad guy,” and honestly, I wasn’t sure if the industry would accept me.

But it did.

The creative world is one of those rare places where, if you’ve got talent and grit, the doors eventually open. That’s how I found my way in and built a career I truly loved.

Now, things are changing. And I’m watching it all with mixed feelings.

I say “watching” because I’ve stepped away from the creative side in the past three years. Instead, I’ve been building an AI-driven ad intelligence platform with a new team. That shift gave me a whole new lens — seeing how creativity and media planning are evolving in real time.

Just recently, I read that a big brand — Arçelik- moved its creative work to a flat-fee model. Some of the wording in that announcement hit a nerve, but at the same time, it didn’t surprise me. This is where the industry is heading — and most likely, the next step will be brands building their own in-house creative teams.

We’ve been talking about how advertising is changing for a while now — often with a nostalgic tone. But with AI stepping in, that change is no longer gradual. It’s speeding up, big time.

And here’s the truth: creative ideas and strategy will always matter. But just like media power shifted from agencies to platforms, creative power is shifting too — towards smaller, nimble teams and talented individuals.

I believe we’re heading toward a world where everyone in advertising becomes their own “agency.” Creativity is about to become more free, more flexible, and more decentralized than ever.

We’re entering a new era — one where the power is moving from intermediaries to two key players: talent and brands.

Let me break that down.

1. Agency Fees vs. AI

Most agency models today are built around billable hours. Clients pay for the time spent, not just the outcome. But that model is cracking — because AI is changing the game.

AI doesn’t replace talent. It just handles the heavy lifting — the repetitive, operational stuff.

According to the 2023 ANA In-House Agency Report, in-house creative teams at brands grew from 42% in 2008 to 82% in 2023. Why? It’s faster, cheaper, and more efficient. And AI is accelerating that shift.

Clients now get better results with smaller teams. That’s great for them, but it challenges the old agency model. When clients realize AI can do in minutes what used to take days, they start questioning what they’re really paying for.

2. The Talent-AI Flip

Agencies used to rely on big creative teams — strategists, planners, designers. But AI is leveling that playing field.

Now, a single creative person can do the work of an entire team with the right tools. The dynamic has flipped. Agencies don’t hold all the power anymore.

Harvard Business Review put it well: “AI accelerates decentralization in advertising by empowering individual creators.”

What used to take 20 people and three months can now be done by one person in a week.

3. Media Planning Goes In-House

The same shift is happening in media.

In 2024, about 40% of global ad budgets are managed in-house. By 2030, that number could hit 60% (eMarketer). Brands want more speed, more transparency, and more control — and AI helps make that possible.

For media agencies, this means smaller roles and tighter margins.

So, where are we headed?

AI is pushing advertising to become more independent. The traditional fee-based model won’t survive much longer.

• Fees: Hourly billing will collapse under AI’s efficiency.
• Talent: Individuals will function like mini-agencies.
• Media: In-house teams will take over planning and buying.

The winners will be the ones who don’t resist these changes — but ride with them. Yes, it means rethinking how we work. Yes, it’s uncomfortable. But it’s also full of possibility.

Just like AI is helping scientists cut drug research from years to days, it’s also helping creatives get to great ideas faster.

And for talented people? This is the best time to be in the game.