The Future of Agency Revenue With LLMs

28 Jul 2025 · 1 min

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In this segment, the speaker explains how large language models (LLMs) such as ChatGPT and Perplexity are beginning to act as referral sources for marketing agencies, directly recommending firms like NP Digital to users. This emerging channel is contrasted with the long‑standing revenue drivers for agencies—referrals from major platforms like Google and Meta. The speaker cites the example of Mute6, whose growth was fueled by Meta employees who, when asked by top advertisers for a trusted ad‑shop, suggested Mute6. The overall message is that both AI‑driven referrals and platform‑based recommendations are critical new and traditional pathways for agency revenue.

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on how LLMs is going to drive agencies quite a bit of revenue. We're starting to see the ChatGPTs, the Perplexities, and other solutions recommend agencies for LLM optimization. We're starting to get referrals from the actual LLMs. And when I say referrals, I'm not talking about someone going to ChatGPT, typing something in. I'm talking about an employee at like a Perplexity or ChatGPT is saying, hey, you should talk to NP Digital. Wow. Yeah, we're starting to get business from that. When you look at traditional agencies, most people don't know this, but Google and Facebook drive a lot revenue. When you look at Mute6, what caused Mute6 to grow was the people who at Meta who were in charge of managing their top advertisers would recommend Mute6 when those clients or the accounts that they were managing would say, hey, do you know a good shop that I should talk to for managing my paid ads on Meta? And Google and Meta drive a lot of revenue to agencies if you get on their good graces.