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Bonjour from Cannes 👋. The panels are packed, and one conversation is rising above the noise: AI.

But unlike years past—when the talk centered on a whole lotta hype, headlines, and hypotheticals—this year’s buzz feels more grounded. Agencies aren’t asking 

 AI will change the game. They’re talking about 

 they’re utilizing it today to make their businesses more competitive.

And for independent agencies, the opportunity is real.

AI isn’t just for holding companies anymore

Independent agencies have long been experts at doing more with less. Now, AI is helping them go even further by cutting through complexity, shrinking manual tasks, and giving leaner teams the power to act like scaled operations. When leveraging the right tools, AI enables indie agencies to get back to what has always set them apart from the larger holdcos: more attention and human touch for their clients.

 that would take hours to manually piece together.

In other words, AI helps indie agencies cut down on manual tasks so they can provide better service and offer more creativity—without adding headcount or overhead.

What’s working now: The MiQ Sigma approach

A great example of this shift is the newly launched 

, an AI-powered advertising technology built by global programmatic media partner MiQ to address the day-to-day fragmentation that agencies face.

Rather than layering AI on top of existing tools, Sigma was built with AI at the core, bringing together hundreds of data sources and trillions of consumer data signals + and embedding intelligent agents that make actual campaign decisions, not just dashboards.

GenAI personas that give marketers deep audience insights…instantly

an AI trading agent that doesn’t just suggest improvements but can also execute them immediately

lightning-fast activation across the world’s leading DSPs

MiQ Sigma is technology that turns independent agency teams into power players by taking complexity off their plate and putting creativity and strategic insight back on it.

Why independent agencies should pay attention

The advantage of being independent is agility. And now, with tools like Sigma and others hitting the market, the infrastructure once reserved for giants is finally within reach.

AI isn’t a future investment. It’s a present advantage—and agencies that adopt it early will be able to offer clients more intelligence, more performance, and more value.

MiQ Q2 2025 Branded Article Native Ad 

AI is leveling the playing field for independent agencies

How AI is fueling independent agencies’ competitive edge

Marketing’s new operating system

In partnership with YouGov, Salesforce conducted a survey on generative AI from May 18 to May 25, 2023. The survey included responses from more than 4,135 full-time employees across various departments, such as sales, service, marketing, and commerce. Out of these, 1,029 full-time marketers working in companies of different sizes and sectors from the United States, United Kingdom, and Australia participated in the survey, which was conducted online. The figures have been weighted and represent all full-time employees aged 18 and above in the United States, United Kingdom, and Australia.

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