Industry News

AI is everywhere right now. In every article, every meeting, every conversation. And in the world of entertainment, we all know it's not a maybe, it's already here. The questions I get don't stop. How will it affect our clients? Should we use it? How do we use it well? At the moment, there are far more questions than answers.

Many agents are concerned. Some are worried about their jobs, wondering if AI could replace them, and if so, what comes next? The uncertainty feels like a cloud hanging over the industry.

This is the biggest technological change of our lifetime, and it’s hitting our industry hard already. When big change happens, you have two options: fear or embrace. My view? There's no point running. You have to embrace it, focus on the good, and work out how to maximise its potential.

Could AI replace agents?

Yes. It can. There's no point pretending we're exempt. There are already AI-powered platforms claiming to do exactly that.

Some agents are ignoring it, hoping they're exempt. That's the wrong approach entirely. Burying your head in the sand is a sure-fire way to end up in the high-risk category. It's no different to when the internet arrived. Agents who embraced it are still here. Agents who stuck with their fax machines are long gone.

Those agents who wish to stay in their own line or bury their heads will get left behind very quickly.

Accept it. Understand it. Embrace it. Then do something about it. That’s what we’re doing at InterTalent.

So, will AI replace agents?

The truth is it won't be AI that determines the answer. Early adopters usually win for a reason. They don't run away, they accept what's new and work out how it benefits them. If your mindset is optimistic, you'll make yourself impossible to replace. Your skills, knowledge and, therefore, advice will be stronger, greater and more widespread than ever before.

My approach? I'm making AI my best friend.

There are bad ways to use AI, of course. We must fight against job losses and the dulling of authentic creativity. We must use it responsibly, professionally, and ensure that creativity and our clients are protected at all costs. We’re already seeing concerns with Sora 2 and other platforms. We must stand strong against that.

My goal at InterTalent is to find every ethical way AI can enhance how I operate. Use it to speed up research, scheduling, admin, note-taking. Learn to prompt well. I’ve started vibe coding on Notion to my benefit. I had no idea what that even was 6 months ago. Now I’m obsessed with it, and how it’s empowering me. Find where it fills your gaps and frees you up for the things that make you a great agent.

Much like my Substack, I put a lot of value on my personal brand, taking risks and sticking my head above the parapet in a profession that is historically known for working in the shadows. Times have changed. AI won't replace me if I use it to become an even better agent.

Here's what AI can never replace: Human relationships. Gut instinct. Emotional intelligence. The art of dealmaking.

Agents who blend AI's brilliance with the irreplaceable human elements of this job won't just survive; they'll be stronger than everyone else.