How do you feel about the increasing automation in account management? I’ve seen more AI-driven reporting, automated follow-ups, and even chatbots handling initial client interactions. In some ways, it’s a lifesaver—our new system cut my weekly reporting time from 4 hours to 30 minutes. But I also had a client say they miss the personal touch in our check-ins, and it made me wonder if we’re losing what sets us apart. Is automation actually making our jobs easier, or is it just removing the human element that clients value most? Where do you think the line should be drawn?

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A.I. and automation are an unavoidable future and have the potential to make our jobs more efficient and more productive by a large measure. At the same time, holding companies are going to do literally everything they can to use these advancements to cut jobs, increase profits, and expect more work to be done by less people. How the re-balance gets resolved will probably be the most important influence on our industry (and lots of industries) for this generation.

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I think that it’s great for parts of the role, like reports. But I don’t think it’ll ever fully take the place of interactions. I know my clients prefer the human interaction and value the relationship we’ve built

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No amount of Ai automation will be able to replace the trust formed that paves the way for great creative to be made. It will always be harder for clients to fire a friend than a program, process or agency.
Use Ai for the busy work and devote more time to the big questions that lead to deeper answers and stronger creative.

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