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# Agencies race to monetize AI as creators reshape media budgets
- URL: https://www.medianexis.com/agencies-race-to-monetize-ai-as-creators-reshape-media-budgets/
- Published: 2026-10-08T23:00:10.000Z
- Updated: 2026-10-08T23:00:11.000Z
- Description: Modern Retail’s Catherine Wolf reports that agencies are adapting to a media landscape reshaped by AI search and creator marketing, per new Modern Retail+ Research.
- Author: The Signals Desk
- Tags: Agencies, AI, Catherine Wolf, Modern Retail report on agencies, AI and creators

*Signal from* [*modernretail.co*](https://modernretail.co/?ref=medianexis.com) *·* [*Catherine Wolf*](https://www.medianexis.com/tag/by-catherine-wolf/) *·* [*read the original*](https://www.modernretail.co/marketing/modern-retail-research-how-agencies-adapt-to-a-media-landscape-shaped-by-ai-and-creators/?ref=medianexis.com)*.*