From Adweek · Rebecca Stewart · · 40s
Agency Leaders Prioritize AI Upskilling
Agencies focus on upskilling teams to adapt to AI shifts.
In brief
Agencies focus on upskilling teams to adapt to AI shifts. Agency leaders prioritize upskilling staff to navigate AI-driven changes in marketing. Originally reported by Adweek.
Agency Leaders Share Goals
Four agency executives discuss changes needed over the next year.
AI Shifts Marketing Budgets
AI pressures fees and unpredictable client spending.
Andrew O’Dell on Tech
![[LtR] Melissa Berger, Digitas; Sharon Napier, Partners + Napier; Andrew O’Dell, co-founder and CEO, Pereira O’Dell; Frances Webster, Walrus; Liz Kneebone, ADWEE](https://static-www.adweek.com/wp-content/uploads/2026/09/agencies-vanguard-adweek.png?w=1200)
O’Dell says upskilling staff is key for tech evolution.
“As an industry, we have to really lean into what’s happening in this new transformative revolution”
Melissa Berger’s Focus
Berger wants AI to simplify work and focus on client growth.
“Forget the brief you gave us; that’s maybe just a symptom”
Sharon Napier’s Plan
Napier aims to include young women in tech leadership.
“We need to make sure we’re finding ways to bring them in and [for] clients to pay for them”
Frances Webster’s Use
Webster uses AI for contracts and creative teams.
“It’s helping us respond to an rfp or negotiate a contract”
The bottom line
Agency leaders prioritize upskilling staff to navigate AI-driven changes in marketing.
