Earlier this month, our New York team here at Flock were on the floor at the Penn District learning and engaging with some of the world’s leading brands, innovative agencies and industry thought leaders. We took away many great insights (and some swag too!). Below is a summary of our key takeaways from the event:
From Funnel to Flashpoint: How Agentic AI is Rewriting the Rules of Consumer Engagement
It wouldn’t be AdWeek without discussions on how AI is reshaping the current marketing landscape. Agentic AI is reshaping the conversion funnel, consumers are now having real time conversations with Agents to help guide their buying decisions. Historically, traditional consumer journeys have been linear and structured with awareness > consideration > intent > purchase. However, in today’s AI-driven media environment, these steps are collapsing into a single moment of engagement, triggered by conversation and powered by predictive data. Ads aren’t just interruptive; they’re becoming entry points for brand interaction.
Marketers should look define their goals and KPIs for agentic AI, based on where agentic AI will be deployed in the customer journey. Marketing leaders will need to ensure that the teams using and deploying the agents are fully trained with clear governance in place. This will allow for a scalable, ROI driven agentic AI initiatives.
Innovation Without Integrity Is a Risk: Why Ethical AI Is Non-Negotiable
While AI is at the forefront of innovation, it is crucial to keep the ethical considerations of AI development just as close as innovation. Claire Southey, Chief AI Officer at ROKT explained how these can work hand-in-hand. She outlined that companies who innovate without also building an ethical framework around their AI development run the risk of potential distrust from consumers, including process hold-ups while figuring out compliance, amongst other issues.
At Flock, we firmly believe that AI can be an efficient extension of our team, but should always be used with ethical intent. AI is best used when there are clear guardrails in place for on how it should be used, and proper training accordingly provided to teams.
It Takes Two to Transform: Why Future-Ready Agencies Need Future-Fit Clients
Throughout the week, we heard several of the world’s leading agencies discuss their visions for the future and how they see client / agency relationships and partnerships developing. During the panel “The Agency Model of the Future” panellists highlighted how every agency is building its own version of the future. Brands need follow suite and define theirs too as even the most innovative and future focused agency will struggle to hit their set goals and KPIs when working with a client who has an outdated ecosystem..
At Flock, we have done a great deal of work with global brands looking to future proof their models by creating “Bionic Ecosystems” the fusion of human talent and technology across the marketing value chain. Register for our Marketing Procurement whitepaper on Growth in the Age of AI to find out more detail on the topic.
Beyond the Hour: Why Output-Based Models Need Strong Foundations to Succeed
Panellists also discussed a hot topic amongst marketers and procurement teams – the traditional FTE/hourly-based compensation model is outdated. Output and outcome-based models are gaining traction, especially in independent shops. When an agency is tied to the success of the business they are working with, there is more room for the working relationship and quality of work to be that much better. But while the move away from FTE-based pricing is welcomed, it’s not without risk. Output-based models only work when operational foundations are in place. Without clear asset definitions, scoping rigor, and transparent cost matrices, output-based deals can quickly erode value instead of unlocking it.
Take a look at our blog Are You Really Ready For Asset-Based Pricing? for more details on the topic.
Authenticity Over A-List: Why the Right Influencer Beats the Loudest One
Some of the most memorable and successful brand ad campaigns feature influencers, and there was no shortage of star-studded sessions at Adweek. Actor/Comedian Kumail Nanjiani discussed the importance of picking the right partnerships and highlighted how he only engages with brands that he would use himself, as this starts the relationship right off authenticity and a deep understanding of the business’ use case. The lesson here is brands should strategically pick the influencers they work with to ensure it is the best fit for their campaign, rather than just pick the trendiest name on the market. Singer/Songwriter Honey Baby also noted how brands should not claim or convey cultures that do not align with their brand values, rather sticking with influencers who embody the cultural spaces the brand itself operates within. This further highlights the importance of picking the right sponsorships to reach the right audience.
AdWeek provided us with many great insights and learnings, many of which align with transformation projects we have been delivering for global brands throughout 2025. Want to learn more about what Flock can do to help you with your agency relationships, ecosystems, AI operations, influencer marketing or any other marketing transformation efforts? Fill in the form below and let’s talk!
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