The agency market is undergoing a profound transformation, primarily driven by the gradual integration of artificial intelligence (AI) and automated machine learning (AutoML). This transformation, though promising, is approached cautiously by industry players keen on maintaining a balance between innovation and risk management. Recent analyses highlight a measured adoption of AI, notably within social media agencies, where the impact of these technologies is already palpable. This evolution is marked by significant opportunities for operational optimization, but also by challenges related to data security and technological dependency.