At ISBA’s Marketing Procurement Live: Agency Remuneration & Performance Mgmt, we explored one of the biggest questions in marketing procurement today:
💡 How do we measure creative agency performance when AI is transforming workflows, commercial models, and content production?
As Generative AI accelerates the speed and scale of content creation, traditional KPIs need to evolve. Measuring creative effectiveness isn’t just about outputs anymore — it’s about understanding how AI enables better decision-making, intelligent content strategies, and scalable efficiency.
Three Key Takeaways from Our Session:
✅ The KPI Spectrum: Soft vs. Hard Metrics
Soft metrics (relationship strength, strategic collaboration) remain essential because strong partnerships drive better creative outcomes.
Hard metrics (business impact, content effectiveness) need refining to keep up with AI-powered efficiency.
✅ The AI Factor: Speed & Scale
AI isn’t just about cost-cutting; it’s about enhancing creativity, accelerating content production, and enabling real-time performance insights.
Performance evaluation must adapt to automated content generation, intelligent asset libraries, and model fine-tuning.
✅ The Future of Agency Remuneration
As AI shifts from human-driven execution to platform-based value creation, commercial models must evolve, too.
Moving towards output-based pricing and efficiency-driven KPIs will be key in defining agency success.
What’s Next?
Creative performance management is entering a new era, one where AI-driven insights, smarter KPIs, and evolving commercial models will shape the future.
We’re excited to continue this conversation. If you’d like to explore how to future-proof your creative performance framework, let’s talk.
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