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Agencies back away from owning agentic AI tools and client data

AdExchanger’s Anthony Vargas reports that agency executives at Programmatic IO NY, including S4’s Sir Martin Sorrell and Horizon’s Bob Lord, say clients should own the data and AI models agencies build for them.

Why it matters. Brands gain leverage to switch agencies without losing custom AI tools or data built on their behalf, since ownership now defaults to the client rather than the agency.

Signal from adexchanger.com · Anthony Vargas · read the original.

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