Will AI Really Change Agencies? Why the Human Element Still Wins with Josh Payne | Ep #836

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Are you wondering how AI will really change the way agencies work? Will it replace your team, or make them better than ever? Artificial intelligence continues to be at the forefront of most tech conversations, and that’s exactly why agency owners can’t afford to ignore it.

Today’s guest believes the real future of AI in agencies isn’t about replacement—it’s about augmentation. Humans bring the high-leverage ideas, AI scales the execution, and the magic happens in the collaboration between the two.

That’s why he challenges his team to master a skill first—understanding every step—before delegating pieces of it to AI. By doing so, they not only achieve stronger results but also gain the ability to explain, teach, and refine the process. For agencies, this thoughtful integration turns AI from a threat into a powerful accelerator.

Josh Payne is a serial entrepreneur and the founder of Coframe, which helps businesses continuously optimize their digital experiences. Before that, he co-founded Autograph, scaling it to unicorn status within just over a year, and previously sold his first company, AccessBell, to India’s Tata Group.

A Stanford AI researcher and occasional lecturer, Josh has blended tech, entrepreneurship, and big-name partnerships into a career full of lessons that agency owners can apply to their own journey.

In this episode, we’ll discuss:

• The power of just asking.

• Should we be worried about AI?

• Why the human element still wins.

• When AI shows empathy.

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Sponsors and Resources

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Building Big, Fast (and What Comes After)

Josh’s first exit was AccessBell, acquired by Tatai Group. Then came Autograph, the NFT platform co-founded with connections in the entertainment industry that quickly attracted celebrities and athletes like Tom Brady. The company went unicorn in about a year, proof that timing, partnerships, and execution can fuel explosive growth.

But Josh is quick to admit that pace sets a dangerous bar. When he launched Coframe, progress felt slower. The natural question arises: why am I not going as fast as I did last time? For any agency owner who’s had one “big win,” the fear of never matching that level again is real. For Josh, it comes down to stop chasing vanity metrics and focusing on the real value you’re creating. The long burn, when tied to a larger vision, often builds a stronger foundation.

The Power of Just Asking

One of the best stories from Josh’s Autograph journey was how Tom Brady got involved. It was a simple conversation, made possible because a co-founder’s family knew Brady. They took a shot, asked for a call, and suddenly, an NFL legend wasn’t just an investor—he was a co-founder.

They were, of course, very lucky, but the lesson for Josh was that you’ll never land your dream client (or partner) if you don’t step up to bat. Too many agencies convince themselves certain clients are “out of reach,” when in reality,