The short version

Dorothy Urlich predicted on December 1, 2025: “The agency business model is imploding. Agencies are trying to abandon traditional billable-hours structures and pivoting hard toward productized solutions, selling packaged platforms, technology partnerships and performance guarantees instead of just creative services. It's the only way to charge for value created in an era of AI-driven process automation efficiencies, and because CMOs…

Prediction by

Dorothy Urlich

On December 1, 2025

“The agency business model is imploding. Agencies are trying to abandon traditional billable-hours structures and pivoting hard toward productized solutions, selling packaged platforms, technology partnerships and performance guarantees instead of just creative services. It's the only way to charge for value created in an era of AI-driven process automation efficiencies, and because CMOs are demanding transparent, measurable ROI on every marketing dollar. Vague metrics and fluffy brand promises won't cut it anymore. In 2026, if you can't prove tangible impact with hard numbers, you won't get the budget.”

Follow-up

Filed for tracking. Outcome to be evaluated as the timeline plays out.

From the High Caliber AI network — see the AI for PR module in the course.