What AI is actually doing to your margins and what to do about it, With Marcel Petitpas

About this Episode

In this episode of the Agency Profit Podcast, Kristen Kelly is joined by Marcel Petitpas and Carson Pierce to explore what the future of agencies looks like in the age of AI and why the line between service businesses and SaaS companies is quickly disappearing. Drawing from Marcel’s experience building a technology-enabled service business, working alongside SaaS companies, and incubating AI-first startups, the team breaks down why agencies may have a bigger advantage than they realize if they can pair their hard-earned expertise with technology. Together, they unpack Marcel’s “four MVPs” framework: minimum viable problem, point of view, process, and product, and explore how agencies can use the value equation to deliver better outcomes faster, more efficiently, and with less friction for clients. From moving beyond time-and-materials pricing and avoiding costly product side quests to embracing AI, sharpening specialization, and building more flexible business models, this episode offers a practical framework for turning years of agency experience into a competitive advantage and building a more valuable, resilient agency for the future.