As marketers race to adopt artificial intelligence, marketing strategist Keith Scriven has launched a new agency built around a provocative premise: most brands are still operating with structures designed for a world that no longer exists.
Flâneur Perspective, a specialist marketing and AI integration agency, is aimed at helping brands navigate what Scriven describes as the next era of marketing.
The Sydney-based agency launches amid a surge in AI adoption across Australia’s marketing industry, with brands increasingly experimenting with generative AI tools and automated workflows. However, Scriven argues many organisations are simply bolting new technologies onto outdated operating models rather than fundamentally rethinking how marketing should function in an AI-native environment.
“We are at the point of diminishing return if you are still operating on your original social media strategy and content strategy,” Scriven said.
“Today, the crowd lives online and Large Language Models are the gatekeepers of the consumer gaze.
“AI has changed the social game and how brands need to approach their marketing from both an integration level with AI and also how they focus on their brand in general moving forward.”
The agency combines marketing strategy, social media, paid media, content strategy, production and AI implementation under a single model, with a particular focus on helping businesses integrate AI into their day-to-day operations.
According to Scriven, businesses have largely moved beyond the stage of simply recognising AI’s potential.
“Most businesses don’t need another person telling them they need to integrate AI within their workflow,” he said.
“They need clear understanding and guidance on how to integrate AI within their workflows. They need agentic AI that works.
“They need a production understanding on where generative AI can bolster existing content rather than replace it, and clarity on where AI creates optimal leverage versus where human-in-the-loop is still necessary to mitigate error around nuance that makes the business in question great.”
Beyond traditional marketing services, Flâneur Perspective will advise organisations on AI adoption opportunities, agentic workflows and the development of custom AI solutions designed to improve efficiency and decision-making.
Scriven believes the rise of AI represents the latest stage in an ongoing transformation of how brands compete for attention, relevance and growth, rather than a standalone technological shift.
“Marketing is entering its renaissance era where information is abundant, production is faster and execution is becoming increasingly automated,” he said.
The launch comes as agencies, consultancies and technology providers increasingly reposition themselves around AI capabilities, with marketers under growing pressure to balance efficiency gains from automation with the need to maintain creativity, authenticity and brand differentiation.
