In a new MediaPost column, Moroch CEO Matt Powell, whose agency is a Spelling Communications client, says AI-generated language now shows up in nearly every RFP. Identical wording often appears across documents from different clients.
That creates a real problem. AI pulls from general knowledge, so the questions on paper can miss what a client actually needs. Agencies may then build their pitches on the wrong premise.
It can get worse. Powell describes clients sending AI-written follow-up questions after agencies have worked hard on their responses. He wonders whether both sides are now just “exchanging data” between AI platforms.
He isn’t anti-AI. It cuts admin work, speeds up ideation, and helps agencies learn a brand faster. But it draws on the past, and leaning on it too heavily pushes everyone toward average.
His advice is balance. Use AI for efficiency, but keep the creative process and the relationship human. New business still comes down to passion, gut instinct, and one simple question: can I work with these people?
