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Well, I've been out of work for three months, so I'm going to say no.
Nope
Pro
They're also offshoring everything they can
We're using AI. Offboarding because of it? That's a stretch.
And before anyone (rightfully) criticizes FCB's constant layoffs, keep this in mind: We hired like crazy in '21-'22, during the Great Resignation. And again when we won Pfizer.
With business losses and the meh economy, we've had to correct for that a few times. But I have yet to see a single creative do the work of 2 or more through AI. If it actually was replacing jobs, teams wouldn't be spread so thin. If it weren't for the merger, there are some accounts that would love to be hiring (if you know, you know).
AI isn't taking white collar jobs en masse. Jobs are being cut or off-shored, largely due to the current economy, tariffs, and the post-Covid hiring spree. People need to understand this.
What do you mean by “all their creative tasks”?
If you mean truly “tasks”, as in helping with comp generation to sell through an idea, retouching, maybe concept help- yes I’m sure everyone is using it. It’s a tool.
If you mean fully replacing creatives and using Ai to produce full-fledged campaigns, that’s gonna be a rarity. There’s been a few campaigns that use Ai either as a gimmick or think consumers are dumb enough to not realize (Sketchers- unless they are rage baiting), but I believe the average person is already tired of seeing Ai imagery.
+1 to everything FCB1 said above ☝️
Appreciate the support.
One thing I have noticed (which kind of goes against our argument) is that AI is starting to be used in production. There's a director on reddit claiming he has an all-AI spot going live soon (couldn't tell you the brand or if it's a big spot or anything).
I know of some spots going into production that are using AI backgrounds (think: those screens they shot the Mandalorian on) with real actors. Again, this is just a tool analogous to green screen or CGI. I expect to see more like this, but I'm honestly not too concerned about it. Could be a good use.
I also had a CD recently show me some :06s that an AI studio did in 24 hours. I got the impression it was something of a proof-of-concept to run on social. They looked fine. He maligned the fact that there really wasn't much room to tweak or try something different. It was very "this is what you get with the tech."
I'm glad you brought up Sketchers. I really want to know what they were thinking.