The big question in the agency industry right now is not how AI should be used. It is what remains when everyone is already doing it.
 Essens' answer is that judgment is what cannot be copied. When production is no longer a scarce resource, the ability to know what is worth producing, and what must be done manually, becomes the only sustainable advantage. AI is a tool for quality, not a shortcut. In design work, where the models don't measure up, we don't use it at all. What we leave behind with our clients is not savings, but AI capability built to grow in value after the project.
 This is not a new position. Essen has for forty years worked with brands in transition, where judgment is not an option but the very prerequisite. AI does not change that position. It deepens it.
 It is around that position that we are now forming a board unlike any other in the industry. Mark Broadie is the Carson Family Professor of Business at Columbia Business School and the man behind Strokes Gained, the statistic that redefined how professional golf measures performance. He gives us the same thing he gave golf: a framework for measuring what was previously only felt. Mehrnaz Bejne is CEO of Garbergs, Sweden's largest independent advertising agency, and one of the industry's proven sharpest voices. She brings commercial judgment. David Lagercrantz is one of Sweden's most widely read authors. He brings what brands most often underestimate: the story. Three forms of judgment in the same room. Three people with extraordinarily high intellectual capacity. A board built for an agency that has won Agency of the Year five of the last six years, and that has delivered several of the major Swedish brand projects — from Swedbank and PostNord to Gant, Anticimex, Telge, Fjällräven, Skandia, and Norstat. And that now aims to be the independent partner Sweden's largest brands turn to when change is at its greatest.