Erik Lassche, CEO of Fullsix Portugal, warns that artificial intelligence is transforming marketing agencies faster than any prior technological shift. “This AI wave is happening much faster and could be exponential; nobody really knows where this will end,” he says.
Founded nearly 20 years ago, Fullsix has launched an AI Lab to integrate AI across creative, strategy, and development processes. Lassche notes that the agency can now “do more with less,” increasing efficiency—even frighteningly so—while maintaining a stable workforce. With a team of around 150 people and a €10 million turnover, Fullsix is growing 8–9% this year despite fewer employees.
Lassche predicts that agencies of the future will have fewer, more senior staff, as junior roles are increasingly automated. Traditional hourly-based payment models are also being questioned. “Anyone who says otherwise is either not telling the truth or is wrong,” he says. The CEO emphasizes that AI is not just a threat but a major opportunity to rethink processes, accelerate production, and create value in a rapidly evolving marketing landscape.
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