When CMOs pay for agents not agencies: S4 Capital’s AI gambit

S4 Capital has dropped the pretense. The company’s top brass are now openly framing AI agents not as enhancement to agency work, but as the replacement. In their view, the traditional agency model isn’t evolving – it’s being automated out.

And that automation is already reshaping how ads get made. Clients like Google are now paying S4 for what its AI agents can deliver, not its people. 

Take a recent Pixel smartphone campaign. AI handled nearly every part of the production pipeline: scriptwriting, storyboarding, even directorial decisions. Pre-production, production, post – all generated by agents. What would’ve taken months with a traditional team was compressed into weeks. 

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