Agencies question ownership of agentic AI tools and data

Industry executives at a major programmatic conference suggested that agencies may not need to own the data or the AI tools they build for brand clients. The discussion centered on ownership, licensing, and the potential for conflicts of interest when agencies control both data and technology for client campaigns.

What changed about ownership and control

Agency leaders said ownership of data can create headaches, including accusations of grading their own work and potential conflicts with clients. They raised the possibility of licensing AI tools to clients instead of owning them outright, which could open new revenue streams for agencies while avoiding some data-ownership risks.

Key facts about the debate

The discussion occurred at a programmatic advertising event in New York City. Participants included executives from large agency networks. They suggested that owning all parts of the AI stack — data and tools — may not be necessary or desirable for client work. Instead, licensing models and shared access could align incentives and reduce governance burdens.

Who might be affected

Brand advertisers and the agencies that serve them could see changes in contracts, pricing, and governance. If ownership shifts toward licensing, clients may gain more control over how AI tools are used on campaigns, while agencies could pursue new revenue without bearing full data-management responsibilities.

Practical next steps for readers

For advertisers: ask about data access, transparency, and tool governance in contracts. For agencies: consider piloting licensing models for AI tools and clarify data-use boundaries. For industry watchers: monitor how major players negotiate data ownership and tool licensing in future deals.

Limits and questions to consider

Key uncertainties include how licensing would affect performance, data rights, and accountability if results fall short. How will clients verify data quality and model behavior? What governance structures will ensure fair use and prevent misuse of data or tools?

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