PepsiCo brings AI in-house as brands rebuild what agencies once provided
rwlord · x · 2026-10-10
Ad-tech practitioner rwlord raises an industry question: what happens when brands build in-house the technology agencies used to bring to the table?
- PepsiCo is bringing more AI capabilities in-house
- The author's Horizon takes the opposite path with HorizonOS: staying open to plug in the best tools as they evolve
- His take: agencies will earn their place by knowing how to put that technology to work best for clients
A direct signal of how AI is reshaping roles among brands, agencies, and ad-tech platforms.
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