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Obviously, the outcome remains to be seen. However, I’d put it like this; AI will almost certainly assume much of the creative role for “everyday marketing communications”. It will be less of a player at high end, high concept types of things, but unfortunately that’s not where most of the jobs have been. The Wall St. Journal just did an excellent article about how the “center of gravity” has indeed changed in our industry. If you are thinking about going to boutiques, etc., probably the best insurance is to be very very good at what you do, so that you are working at a good one. Concurrently, master AI so that you are leading the creative using it, vs having it replace you. Hope this is helpful.
It is a threat, but probably not a long term one as many people here imagine. Mark my words (and not because I’m a prophet or I have some insight into stuff that other people don’t, but because many others much smarter and better informed than me, are saying it): AI is unsustainable and the bubble will pop 💥. It will go the way of Metaverse and NFTs. But it’s burst will do a bit of damage first. Read this and then get back to me. And if you can read the other posts, and the sources he links, even better.
TLDR: AI is impossible to monetize. Ever. And investors are finding out.
https://www.wheresyoured.at/subprimeai/
I'll let you know if you can get me through the paywall
Omnicom and Interpublic hope that together they will be protected against these trends. The companies’ bosses promise savings of $750m per year by merging shared functions, and say they will invest more in ai technology. Removing one competitor from advertising’s top tier will improve their pricing power. Regulators may not like that. But, as Omnicom’s boss, John Wren, pointed out, the clout of Google and co ought to reassure trustbusters that there will be no shortage of competition; Mr Wren also expects a more business-friendly environment under Donald Trump. The tie-up has “tremendous industrial logic”, says Brian Wieser of Madison and Wall.
Will it enable the agencies to compete with their tech rivals? That may be the wrong question. “If I’m looking for state-of-the-art ai, am I going to go to my ad agency? Are you crazy?” asks Rishad Tobaccowala, a former chief strategist at Publicis. ai will be a service that agencies plug into, like electricity, rather than a competitive differentiator, he argues.
Perhaps more likely is that agencies push further into new kinds of work. The “holy grail” in the industry is combining ad-buying with data analysis, argues Bernstein, a broker, which cites the successful acquisition by Publicis of Epsilon, a data company, in 2019. Publicis now has 25,000 engineers helping clients with everything from managing data to building apps. With this kind of work, agencies are competing more closely with consulting firms, which in turn are venturing into the ad-content business, with offshoots such as Accenture Song.
The bit of the advertising industry that seems most vulnerable is the creative part. “The ability to charge for producing ads is going to decline significantly because of ai,” says Mr Tobaccowala. The newly enlarged Omnicom will control an alphabet soup of creative agencies, including Omnicom’s bbdo, ddb and tbwa, plus Interpublic’s McCann and fcb. This may be more than a single company needs, suspects Mr Wieser. If the changes coming to adland are going to be bad for anyone, it may be creative executives like Don Draper.
Have any of you seen an effective AI ad? I haven’t.
We need to make every day marketing communications better, not faster. The actual work we do and put out in the world needs to be good, otherwise it’s a waste of money to spend to place it.
Pro
Will see how the lawyers treat it.
Not sure why I’d sell a client something they can never truly own.
Pro
Tired of seeing sci fi lookin weird ideas that have terrible insights.
Hey, I’ve been saying for like a year now that AI may be crappy and it may make horrible creative content, but it’s cheap incorporations like cheap because I can get a lot done with crappy artwork and crappy creative for a lot less money than it cost people to do that job so yeah we should all be concerned about what 2025 will mean for our jobs.