Will AI replace Agents?
Alex is the Managing Director of major UK talent agency InterTalent. He represents his clients alongside overseeing the agency's creative strategy, day-to-day operations & acquisitions.
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AI is everywhere right now. In every article I read, in meetings, and in almost every conversation I have with those I deal with regularly in the industry. And in our world of content, we all know it’s not a future thing, it’s already part of our lives. The questions don’t stop. How will it affect our clients? Should we use it? Do you use it? How much do you use it? How do we use it in a good way? At the moment, there are far more questions than answers.
Recently, those questions have become more pressing. Many agents are concerned. Some are worried about their jobs, wondering if AI really could replace them, and if so… what comes next for them? What job can they do instead? The uncertainty feels like a cloud hanging over the industry.
The AI conversation is a scary one. It’s the biggest technological change in our lifetime, and it’s heading for the entertainment industry like a rocket.
You have 2 options when any big change happens: fear or embrace. In my mind, there is only ever one answer. There is no point running. You have to embrace it, focus on the good and work out how to maximise its potential.
I have threatened to write about AI impacting agents for a long time. I’ve held off because the landscape is changing so fast that I don’t want my thoughts to be out of date by the time I finish writing. However, it has reached the point where I am so deeply ingrained in it every day that I think now is the right moment to give my view.
It’s time to tackle the hottest topic around.
Let’s go! ⬇️
Let’s start with a different question.
Could AI replace Agents?
The answer is yes. It can. There’s no point burying our heads or pretending we’re exempt. There are already AI-powered programs and platforms that claim to do just that. ‘Your AI agent’. I won’t go into the specifics of these platforms, or to what extent they are effective or not, as I haven’t used them myself but they’re already out there trying to compete with you. But could AI-powered tools, in theory, replace me? Yeah, for sure, but that’s going to be the same answer for most jobs, especially those like mine that rely predominantly on the use of technology and communication.
Some agents I speak to are ignoring and hoping they’re exempt. That’s the wrong way to look at it. Burying your head in the sand is a sure-fire way to end up in the high-risk category. Pretending it doesn’t apply to you is the quickest way to lose against what is the biggest change in technology of all time. It’s no different to when the internet arrived. Agents who embraced it are still here, and agents who stuck with their Fax machines are long gone.
Accept it. Understand it. Be excited by it. Embrace it.
Then do something about it.
So, back to the original question. Will AI replace Agents?
The truth is that it won’t be AI that determines the answer. It’ll be YOU. The agent. Your mindset will be the one that determines whether you thrive or fail in this new world. It’s up to you how you approach. Early adopters usually win in the long run for a reason. They don’t run away, they embrace every inch of the new and then work out how it can benefit them. Once they figure out the best uses, you then rocket fuel it to succeed. If your mindset is to be optimistic and embrace all the right aspects, then you will make it impossible to be replaced.
I refuse to let AI replace me.
So what am I doing? I’m making it my best friend. My new sidekick. I’m bringing it on board, which means my team just got bigger and stronger. Make it make you better.
It’s not my enemy. It’s my new mate.
For sure, there are bad ways to use AI. We don’t want to see job losses or a dulling down of authentic creativity. I’m sure some people out there use ChatGPT for every inch of their work now and have lost anything that made them get hired in the first place but I wouldn’t want to work with anyone like that. That’s not embracing it, that’s cheating yourself. We have to fight against that, we have to protect our industry and our clients from theft (like I wrote about here), and we have to ensure that we use it responsibly and professionally.
My goal is to find every (ethical) way AI can positively enhance my skills, how I operate, and succeed for our clients. Then implement it quickly.
Use AI as a tool, not a threat.
Embrace AI to speed up research, scheduling, admin efficiency, note-taking and more. Learn how to prompt like a pro. Learn how to get AI to fill in the gaps where you struggle. Learn, learn, learn. Find the opportunities that work for you. Use it wisely so you can focus even more time on all the things that make you an even greater agent. AI can be amazing in so many ways.
AI won’t replace me if I use it to become an even better agent.
Let’s break it down.
➡️ Why will AI never replace a great agent?
🤝 Human relationships. It’s true what they say. Your network is your net worth. Agents often succeed due to the strength of their relationships with talent, producers, casting directors, commissioners, lawyers, brands, and more. Those who have built the strongest network are often the most successful. My chairman, Professor Jonathan Shalit OBE, is a major example of that. He often tells people that the difference between him and others is that he knows more people. It’s not that he’s smarter or has a secret no one else knows. He just knows everyone. It’s a major factor as to what makes a great talent agent (I wrote about it here). AI can’t grab coffee with a decision maker. Deals happen because people want to work together. The human element of our industry is everything.
🫀 Gut instinct. Being an agent isn’t a science, it’s an art form. AI can tell you what’s trending now, but a great agent will tell you what’s coming next. Your gut instinct is your special sauce. To be a great agent, you need to have great taste. I spent many years honing the art of talent spotting. Sometimes the stats and algorithms are taking you in one direction, but your gut really believes in someone else over there. Data gives you a framework. I discussed that here. But your gut is a feeling. Taste can’t be AI-generated.
❤️ Emotional Intelligence. When clients have a meltdown, get themselves into trouble, or have a problem with a job, they won’t want an algorithm. They will want a calm, clever, emotionally intelligent human who they trust. An agent who knows how to talk them off a ledge and, ultimately, find a solution. To be a great agent you need great empathy, understanding, common sense and the ability to understand them. If you have that, then you’re one step ahead.
🤝 The art of dealmaking. My favourite topic. Dealmaking isn’t just maths, it’s a game of Chess. Knowing when to speak, working out what you can & can’t win, understanding the other sides needs, knowing when to push back or accept the response, the ability to stay quiet or even walk away is extremely nuanced and personal. It’s an art form. I wrote a whole article on it here. AI can tell you what it wants, but it can’t negotiate.
So double down on everything that makes you a great talent agent. Or as entrepreneurs like to say, ‘2x it, 3x it, 4x it’. Be more visible, connected, and actively engaged in what is happening in the industry. Regularly contact people you don’t know and ask for a coffee. Attend more events and say hello to strangers. Properly engage in LinkedIn. You know the drill.
Being super strategic in your pursuit of adding value and opportunities to your roster takes knowledge, a deep understanding of the industry, care, and a long-term vision. Help your clients build careers, not just get jobs. The more you’re seen as a strategic partner, the harder you are to replace.
Be proactive. Pair your talent with the right partners. Develop ideas together. Create formats. Take a leap of faith on new platforms and distribution channels. ChatGPT can give you some great stuff if you ask for it, but it won’t have a 2am epiphany about a podcast format or YouTube idea. You will!
Agents who blend AI’s brilliance with the human elements of the job will never be replaced. It will just make them stronger.
📥 I would love to hear from you. Any ideas, thoughts and feedback via alex@intertalentgroup.com are always most welcome.
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See you next time.
Alex
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