Are ad agencies Frontier businesses? Or part of a legacy industry?

In the classic Barclays Ad, with Sir Anthony Hopkins, everyone wanted to be big.

Now?
Everyone wants to be on the frontier.

Because that’s where the action is.

Frontier businesses are the ones using AI at the edge.
To innovate, accelerate, and outthink the competition.
So, where does that leave ad agencies?
Let’s use the classic value triangle to find out:

Fast. Good. Cheap.

You can only pick two.
At least, that’s how the line used to go.
But here’s how AI messes with the formula:

Fast?
This post could’ve been written in under 30 seconds.
Or 20 different ways, with 20 different tones, or hooks to lead you in, or using proven
responsive writing formats.
Would you know the difference?
Would you care?

Good?
Who decides what’s “good” now?
A Creative Director? A marketing team? The algorithm?
Social Soup’s 2024 research found that 79% of social media users say AI has
changed how they create content.
Good is increasingly subjective. And increasingly automated.

Cheap?
This is AI’s big promise.
Unlimited outputs.
Minimal cost.
Near-instant turnaround.

So, if AI can do fast and good, for cheap.
What’s left for agencies?

Here’s what’s left:
Agencies need to become frontier operators themselves.
Not just users of AI — but shapers of it.
That means:
- Deeper research
- Smarter strategy
- Pre-tested ideas
- Smoother production
- Custom-built AI agents to support creative teams

The future agency won’t be bigger.
It’ll be leaner, faster, and infinitely more productive.
For agencies that stay relevant on the frontier.