We just wrapped up the Meta Agency Summit 2026 in New York City, and one theme really stuck with us: the orchestration era. The big idea is that the agency role is changing as AI takes on more of the day-to-day work. Here’s a quick look at what resonated.
The Orchestration Era
Agencies are moving beyond simply executing media. As AI handles more of the setup and repetitive execution, our value comes from somewhere else: strategy, experimentation, judgment, and connecting all the pieces together. That’s not a smaller job. It’s a different one, and we think it’s the more interesting one.
Setup, Integrate, Orchestrate
Meta laid out the shift as a three-step framework: Setup, Integrate, Orchestrate. It really resonated with us, because it maps to how our own work is evolving. The tooling to back it up is already here. In April 2026, Meta launched Meta Ads AI Connectors in open beta, an official way to connect a Meta ad account to AI tools like Claude and ChatGPT. Through them, an AI assistant can pull reporting, create and edit campaigns, manage catalogs, and check signal health using plain language.
The Webtopia Case Study
One case study caught our attention. Webtopia, a London-based ecommerce agency, combined Meta’s Ads AI Connector with Claude and Advantage+ Shopping to automate campaign setup. The payoff was more capacity for their team.
The Real Takeaway
That’s the part of AI we find most exciting. The question isn’t “What can AI replace?” It’s “What could we accomplish if AI handled more of the work that shouldn’t require a human in the first place?” Every hour AI gives back is an hour for strategy, testing, and the judgment calls that move results. Lots to think about, and even more to experiment with. If you want to talk through what that could look like for your brand, get started with your audit and let’s dig in.