Ad Holding Companies Are Reluctant to Own Agentic AI and Its Data
Ad holding companies are building custom agentic AI tools for brands but are increasingly reluctant to own the data for training them, rethinking their model of technology assets.
Major advertising holding companies are rethinking their approach to owning agentic AI tools and the data these tools are trained on. For years, the holding companies competed to build the best data and tech stacks. Now, priorities are shifting.
Agencies are looking to stand out in the market by developing custom agentic AI solutions for client brands. At the same time, judging by recent trends, they are showing less and less interest in owning the data that feeds artificial intelligence. AdExchanger reports.
This is a fundamental shift in the logic of building technology assets. Previously, agency groups invested in proprietary data platforms and technologies as a competitive advantage and a source of long-term value. The formula was simple: whoever owns the stack and the data controls the client and the margin.
Now the holding companies are betting on something else. Agentic AI-based tools are built for a specific client and their specific tasks, rather than as a universal internal asset. Differentiation comes not from ownership, but from the ability to assemble and adapt a solution.
The attitude toward data is transforming in parallel. According to the outlet, agencies are not seeking to own the data on which AI models are built. They are even rethinking the very model of owning such assets — the question of who should own the data for training agentic systems is now being decided differently than before.
For the B2B market, this means a change in the structure of relationships between agencies and brands. The client gets a custom AI tool, while the question of ownership of the technology and data is increasingly left on the client's side or resolved through a partnership logic, rather than as an exclusive agency asset.
The trend reflects a broader reevaluation of the value of technology stacks in the era of generative and agentic AI. When foundational models are available to all major players, competitive advantage shifts from owning infrastructure to the speed and quality of implementation. Customization for the client is becoming the holding companies' new field of competition.
Original: performancemarketingworld.com
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