In this episode, Chip and Gini react to a blog post from their friend Christopher S. Penn who writes and speaks frequently and intelligently on new trends in communications and technology. In his piece, Chris argued that agencies should review their business model and pricing structure in response to AI developments in 2023.   While the co-hosts see artificial intelligence as a force that will (and already is) impacting agencies, they're not on board with a wholesale change to agency models as a result. They argue that the value pricing approach advocated by Chris is far more difficult to implement in practice and doesn't necessarily address the fundamental changes that AI may cause.   Instead, Chip and Gini argue that agencies should be looking to better integrate AI into their own processes and understanding how it is transforming how their clients approach the challenges that agencies address. The path they recommend results in agencies evolving their solutions and delivery mechanisms rather than abruptly shifting course dramatically.

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