The short version

Sam Altman predicted on April 29, 2026: “95% of what marketers currently use agencies for will soon be handled by AI.” Verdict: Still evolving. As of April 29, 2026, AI handles significant portions of tactical tasks like ad generation, targeting, and optimization (e.g., via Meta and Google platforms), but agencies retain roles in strategy, creative direction, and high-touch brand work;…

Prediction by

Sam Altman

On April 29, 2026

“95% of what marketers currently use agencies for will soon be handled by AI.”

Follow-up

As of April 29, 2026, AI handles significant portions of tactical tasks like ad generation, targeting, and optimization (e.g., via Meta and Google platforms), but agencies retain roles in strategy, creative direction, and high-touch brand work; global ad spending rose 8.6% in 2025 while holding company revenues fell 1.2%, indicating AI capture of some agency market share but not 95% displacement.

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