Turning uncertainty into advantage
January 2026
Constant change, from AI breakthroughs to client pressure, is no longer something agencies can work around. It’s the raw material they need to build better systems, sharper thinking and more resilient growth.
In a new feature for Intelligent CXO, our Director of AI & Creative, Matt Garbutt, explores why the agencies pulling ahead aren’t chasing speed, but designing ways to learn, adapt and compound insight with every shift. He explains why AI fluency now separates the curious from the cautious, why speed without structure only creates stress, and how empathy — grounded in behavioural and contextual understanding — is becoming a true performance differentiator.
“Uncertainty isn’t friction. It’s fuel. The edge comes from building systems that get sharper every time the world changes — not reacting faster, but responding better.”
