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The AI Strategy Agencies Should Build Now

AI is just a new tool. It a shift in how work gets done, how brands show up, and how agencies prove value. Anne Green sits down with Aaron Kwittken, Partner and Global Head of AI + Innovation at FGS Global, to trace arc from agency builder to SaaS pioneer to enterprise AI operator. Aaron breaks down why the agentic revolution changes the game, how multi-model systems and “second screen” workflows reduce friction, and why adoption velocity matter more than the tech itself. They get practical about what is make-or-break in 2026from moving beyond hourly pricing to outcomes, to procurement pressure in-house agency. The conversation closes on what must stay human, where AI can accelerate the work, and how leaders can build the operating system for modern communications. In this episode: • Why agentic workflows and second screen habits unlock real ROI • The agency business model reset, from hours and outputs to outcomes • How to build an AI stack that is multi-model, governed, and client-ready • What still requires human judgment, especially crisis, counsel, and trust-building 0:00 Introduction 0:54 What's Pulling You Into Its Gravity 7:57 Guest Introduction: Aaron Quicken 9:51 Aaron's Career Journey 17:48 The Rise of AI in PR and Communications 20:02 Predictive vs Generative AI 22:18 Agentic AI and the Second Screen 24:24 Adoption Challenges and Upskilling 28:17 2026: The Year of Enterprise AI 29:44 Pricing and Business Model Transformation 33:06 Agentic Colleagues and Infrastructure 37:19 The Future of Search and Discoverability 42:52 Humans Powered by Machines 48:40 Training the Next Generation 50:51 Crisis Communications and Human Expertise 53:17 Advice for Agency and Corporate Leaders