POSSIBLE 2026: Can AI Help Agencies Finally Break Down Those Silos?

POSSIBLE 2026: Can AI Help Agencies Finally Break Down Those Silos?

The advertising industry gathered at POSSIBLE 2026 in Miami, and artificial intelligence (AI) was, unsurprisingly, a dominant topic of conversation. But beyond the typical discussions about AI’s potential to save time and money, there were deeper explorations of its impact on the business dynamics between agencies and marketers. One such conversation took place between AdExchanger and Domenic Venuto, Chief Product and Data Officer at Horizon Media.

The Problem: Siloed Agency Structure

The traditional agency structure has long been criticized for its siloed nature, with different teams working in isolation, often using different technologies and processes. This can lead to inefficiencies, miscommunication, and a lack of strategic partnership with clients. As Venuto explained, this siloed structure can make it difficult for agencies to provide a cohesive, strategic approach to media buying and planning.

• Disconnected teams: Different teams within an agency may have different priorities, goals, and metrics, making it challenging to collaborate and align on a single strategy.
• Inefficient communication: The need to field client questions to the right subject matter experts across disparate teams can lead to delays and inefficiencies.

The Solution: AI-Powered Centralization

Horizon Media is using AI to centralize different parts of media buying, including audience planning, targeting, measurement, and strategy. This centralization enables quick collaboration between teams and with clients, using the same technology. By leveraging AI, Horizon can:

• Streamline processes: Automate routine tasks and provide a single source of truth for media buying and planning.
• Enhance collaboration: Enable teams to work together more efficiently, using the same technology and data.

Benefits of AI in Agency-Client Relationships

The use of AI in agency-client relationships has the potential to significantly improve the way agencies work with clients. By removing the lag between question and answer, AI can help agencies:

• Reclaim their strategic partnership role: Rather than being seen as vendors, agencies can position themselves as trusted advisors, providing strategic guidance and insights to clients.
• Improve communication: AI-powered centralization enables agencies to respond quickly to client questions and concerns, fostering a more collaborative and transparent relationship.

Insights from Domenic Venuto

Venuto, who joined Horizon in late 2024 after a stint away from the agency world, has a unique perspective on the industry. He got his start on the buy side at Razorfish, before Publicis Groupe acquired the agency, and later rejoined the agency world to lead Horizon alongside CEO and founder Bill Koenigsberg.

AdExchanger: AI is a hot topic, but there’s still some fear and scrutiny regarding its impact on creativity and work. As an industry, how should we be thinking about the pros and cons of AI?

Domenic Venuto: Everyone is very excited about AI, but we need to consider the potential risks and challenges. For example, how do we ensure that AI is used in a way that complements and enhances human creativity, rather than replacing it?

Unique Angle: Consolidation and Buy-Side Trends

As a Senior Ad-Tech Journalist, it’s clear that AI-powered centralization could lead to industry consolidation, as agencies with more advanced AI capabilities may have a competitive advantage. This trend could impact the buy-side, including changes in how marketers approach agency relationships and the types of services they demand.

• Agencies with AI capabilities: May be better positioned to provide strategic guidance and insights to clients, potentially leading to a shift in the traditional agency-client contract.
• Changing client needs: May require agencies to adapt and evolve their services, potentially leading to a more integrated and collaborative approach to media buying and planning.

The Rise of AI-Native Agencies

The early adoption of AI and development of native AI capabilities may disrupt the traditional agency model and create new opportunities for growth. Agencies that can effectively leverage AI to centralize media buying and planning may be better positioned to compete in a rapidly changing market.

The Evolution of the Agency-Client Contract

The increasing use of AI in agencies may lead to a shift in the traditional agency-client contract, with a greater emphasis on:

• Data sharing: Agencies and clients may need to share data and insights to optimize media buying and planning.
• Technology integration: Agencies and clients may need to integrate their technologies to enable seamless collaboration and communication.
• Performance metrics: Agencies and clients may need to agree on performance metrics that reflect the use of AI in media buying and planning.

Conclusion

The conversation with Domenic Venuto highlights the potential for AI to break down silos in agencies and improve the way they work with clients. By centralizing media buying and planning, agencies can provide a more cohesive and strategic approach, positioning themselves as trusted advisors rather than vendors. As the industry continues to evolve, it’s clear that AI will play a critical role in shaping the future of advertising. Agencies that can effectively leverage AI to adapt and evolve their services will be better positioned to compete in a rapidly changing market.