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Many agencies have proprietary AI tools but they are all repackaged commercial models or slightly finetunes of open source ones then built into a custom workflow / UI.
This doesn't mean then the extra layers that have been created arent making a difference. But most agencies massively over hype their "proprietary" platforms and tools.
The reality is that the base models and tools are all still changing fairly quickly so spending too much time customizing them now will make many of those customisations obsolete.
I work with a large independently owned agency (so not a HoldCo). They have enterprise licenses with Gemini, NotebookLM, Adobe Firefly, and I believe the Production group has access to several AI animation and audio tools. The enterprise license gives the organization a logged-in platform where we can upload proprietary data that isn’t shared with public Gemini (or whatever platform). We also have weekly training sessions.