As we close out 2025, I want to take a moment to reflect on the ways that artificial intelligence (AI) will shape the future of our industry. At the in-person ACN Orlando Summit earlier this year, two keynote sessions stood out as defining moments and their insights have stayed with me as we look to what’s on the horizon.
Daniel Metcalf reminded us that AI is a practical tool that agencies can leverage today to drive efficiency, improve customer engagement and unlock growth. His message was clear: success with AI starts with intentionality.
If you’re still learning the ins and outs of these platforms, Daniel shared some practical ways to get started. Try identifying the top five weekly tasks you perform that are repetitive. Could these activities, like data entry, report generation or email responses, be automated? Then try testing prompts to generate a report or summarize the work. After some trial and error, you may find a new system that frees up time to do more strategic thinking.
Opportunities with AI are vast, but so are the responsibilities. Daniel reminded us that compliance and cybersecurity must remain front and center. Three questions from his session stood out:
- How is the data being used?
- Are the tools still following the rules?
- How are the tools using my data?
These questions seem basic but are critical to the safety and integrity of our business, especially as these tools increase in popularity. AI can be a game-changer, but only if we implement it safely and strategically.
Jeff Knauss took us a step further, offering a clear picture of what’s possible when AI becomes part of the team. He introduced the concept of AI-powered digital employees. These are intelligent agents that handle tasks once reserved for humans, from data processing to customer support. These agents don’t replace people, but instead free us to focus on higher-value work.
Jeff shared frameworks for identifying where AI can deliver the most impact and demonstrated live prompt engineering techniques to maximize ROI. His message was inspiring and urgent: businesses that fail to adapt risk falling behind.
AI is no longer optional. It’s becoming fundamental to businesses, and the companies that embrace it now will lead tomorrow. The Summit made it clear that our industry is at an inflection point. Whether it’s automating back-office processes, enhancing client interactions or identifying new efficiencies, AI offers tools to help us scale smarter and serve better. But it also demands a commitment to learning, experimentation and ethical implementation.
As we move into the new year, let’s carry forward the spirit of innovation and adaptability that these keynotes inspired. Lean in to your ACN community and let them be a resource for education and guidance, helping you navigate this transformation with confidence. As a member, you have direct access to your peers, many of whom are working through the same challenges as you. Of all the benefits ACN offers, this is one to make the most of throughout the year. And of course, if you’re looking for more opportunities to connect in-person, be sure to mark your calendars for our 2026 Summits. Our first of the year kicks off in Dallas, February 25-26.
Thank you for being part of this journey. Here’s to 2026, where technology empowers us to do what we do best: serve our clients and communities with excellence.