Has anyone else noticed the strange vibe in the industry lately? It feels like we’re stuck in a “how do we use it?” phase with AI. Agencies are laying off people seemingly for no reason, clients are demanding more, faster, and cheaper results, and let’s be honest, they often settle for mediocre ideas/execution or influencer suggestions, that they could have reached out to directly. The worst? Agencies or CDs don’t seem to fight back anymore, and concede everything.

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Take out the AI part and you could have said the same thing in 2010

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No one cares about “creative” work … this is just agency delusion. Most of the work just needs to be good enough to work. The creative work the industry produces is for award shows and pretty garbage. We need to stop peddling the creativity drama.

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AI really isn’t the problem. I’m more worried about client budgets being soft, declining interest in and trust in media, less space for creative work. In our current landscape, the shift to influencer ideas makes sense. We need to find more space for actual creativity that moves the needle. Creating faster social content isn’t going to save us, but so much energy goes to that.

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I think the fundamental problem is that we’ve let tech companies define what marketing should be for 25 years and it’s made marketing worse for both businesses and customers.

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