The most interesting impact of generative AI on the agency world right now is not the tools it enables, but the power structures it is quietly destabilising. As large language models increasingly mediate how brands are discovered, evaluated, and recommended, the assumptions that have underpinned agency models for the past twenty years are starting to fray. This shift is not confined to one discipline. It cuts across web design, performance, SEO, creative, media, and PR with significant...