Smaller media or full-service agencies are now able to engage in cutting-edge technological innovation, making it more accessible and affordable. One such agency, Coffee 'n Clothes (CNC Agency), has launched an innovation division focused on artificial intelligence, augmented reality, and immersive content to provide a unique combination of creative and tech strategies. The agency's goal is to push technological boundaries and offer innovative approaches that help brands stand out from their competition. The division consists of eight pillars, including AI, immersive spaces, virtual/mixed reality, augmented reality, creative engineering, gaming, wearables, and customer relationship management.

CNC aims to address the challenges of connecting digital and physical content by using AI to create personalized experiences and exploring emerging hardware and digital content in immersive spaces. By offering tailored solutions and understanding market nuances, agencies have the opportunity to stand out and attract clients in the AI space. The current challenge is to transform AI experiments into tangible, billable work for agencies, particularly in areas such as machine learning and app development.