Grow, scale, and adapt - Lessons learned from 20 years of harnessing transformational technology

BO • Kobi Gamliel is the head of agency growth at Wix Studio, and we’re going to have a chat about his 20-year journey in the Agency space.

KG • Hi Barış, thank you, a pleasure to be here

BO • Kobi, as a seasoned veteran with over 20 years of experience in the industry, you bring a unique perspective, having started your own agency before transitioning to the provider side. What inspired you to take that first step, and how might someone start their own agency?

KG • I’ve been part of the digital space for over 20 years, starting with digital and affiliate marketing. However, it was around 2008, during the rise of social media and the Obama campaign, I had a pivotal realisation. I saw the potential of social media to create meaningful change—a space where you could inspire action, move people, and drive engagement with just a click. That sparked the idea of starting my own agency, focused on political and digital marketing for brands.

Understanding your area of expertise and the specific type of clients you want to target is crucial. This focus defines your approach and serves as the foundation for a strong growth strategy. Find your niche, understand these clients, and grow with them.

The second one is how you can make your team much more efficient, and it is by getting working with other talent, not necessarily you need to hire everyone. Today, many platforms enable you to get more people, experts, and professionals so that you can use more tools for your tech stack.

Don’t limit yourself to just one tool or one profession. Instead, focus on building a network of skilled subcontractors who can help you deliver better projects.

As for AI, there are two key takeaways. First, position yourself as the AI champion for your clients. Educate them on how AI integrates into your workflow and the value it brings. Second, think about how AI can enhance your performance—not just as an agency, but for your clients too.

Secondly, consider how you’re crafting prompts both for your agency and your clients to integrate AI and scale its use effectively. While AI will inevitably play a significant role in your work, it should complement rather than replace your expertise—serving as 80% of the process, with the remaining 20% driven by your unique skills and insights.