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# Agencies told: specialize or lose to AI generalists, says Apostra’s O’Kelley
- URL: https://www.medianexis.com/agencies-told-specialize-or-lose-to-ai-generalists-says-apostras-okelley/
- Published: 2026-10-08T22:58:24.000Z
- Updated: 2026-10-08T22:58:24.000Z
- Description: AdExchanger’s Allison Schiff reports that at Advertising Week New York, Apostra CEO Brian O’Kelley said agencies can’t keep being everything to everyone as AI models match generalist analyst work.
- Author: The Signals Desk
- Tags: Agencies, AI, Allison Schiff, AdExchanger: agencies need new job description

**Why it matters.** Agencies that keep pitching generalist staffing models risk losing budget to AI tools and consultancies as holdcos like WPP, Publicis and Omnicom build their own AI platforms instead.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*Allison Schiff*](https://www.medianexis.com/tag/by-allison-schiff/) *·* [*read the original*](https://www.adexchanger.com/agencies/agencies-need-a-new-job-description-not-just-new-titles/?ref=medianexis.com)*.*