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If agentic AI now runs performance, should it go in-house?
AI systems are now allocating budget and optimising media in real time. The operational heavy lifting of performance marketing is increasingly automated.
And that changes the economics.
If execution no longer depends on constant, hands-on optimisation, does performance naturally move closer to the business? Could this be the moment in-housing finally accelerates? And if it does, where does that leave agencies?
To unpack it all, PMW deputy editor Joseph Arthur sits down with Drew Smith, co-founder and chief product officer at Upp.ai, and Steve Warrington, senior vice president of client and…
The skinny
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