# Agency Leaders Prioritize AI Upskilling

> Agencies focus on upskilling teams to adapt to AI shifts.
- Title: Agency Leaders Prioritize AI Upskilling · Adweek | Shortify
- Summary: Agencies focus on upskilling teams to adapt to AI shifts. Agency leaders prioritize upskilling staff to navigate AI-driven changes in marketing.
- Keywords: upskilling, agencies, marketing, adweek, talent, Agency, Leaders, Prioritize
- Source: Adweek — https://adweek.com/agencies/the-one-thing-agency-chiefs-want-to-change-over-the-next-12-months
- Author: Rebecca Stewart
- Published: 2026-09-29T19:11:59+00:00
- Read time: 1 min
- Topics: ai, upskilling, agencies, marketing, adweek, talent
## 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
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
## Key takeaway

Agency leaders prioritize upskilling staff to navigate AI-driven changes in marketing.