AI Is Rewriting The Agency Model, Monks India MD Ketan Desai Sees Creativity & Marketing Shifting To Outcomes

The agency industry is undergoing a significant transformation, with artificial intelligence (AI) at the forefront of this change. Ketan Desai, Managing Director of Monks India, discusses how AI is reshaping the agency model, creativity, and marketing strategies. Monks India, which operates as a unified model rather than separate creative, media, and technology businesses, sees AI as an integral part of its DNA.

Desai believes that AI is central to the agency operating model and will revolutionize the way marketing value is created and delivered. However, the transition will not be immediate, as different sectors like automotive and finance are already deeply integrated with AI in their operations.

One of the most profound changes AI brings to agency economics is the potential shift from input-based pricing to outcome-based pricing. While faster production is possible with AI, human judgment remains crucial in ensuring the right lighting, emotions, movements, and creative merit. Desai emphasizes that great creatives will embrace technology as it expands their creative possibilities.

India's creative sector already demonstrates maturity and does not require external validation. The country's diverse culture, language, and demographics present a unique testing ground for brands. AI can enhance this advantage by enabling brands to create and adapt content across multiple languages and consumer groups at scale.

Performance marketing is also gaining importance in the data-driven ecosystem. Brands need to assess whether immediate digital results translate into business impact across various categories, such as automotive, financial services, and travel, each with distinct consumer journeys. Gen Z, in particular, is influencing brand storytelling, necessitating new languages, formats, and approaches to connect with this generation effectively.