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The bulk of advertising’s effect comes to fruition two years after the ads are placed. That’s why long term relationships with agencies are important. Agencies need to follow ads and their effects over the long term, to gauge which approaches work best for the client. AI can register how much revenue is being generated but it’s not smart enough to know it needs to look at work done two years prior to quantify the value of ads from the agency. AI has its uses, even in advertising, but we’ve got to be smart enough to know where to employ them.
I agree. The problem is clients are counting on us using it in some capacity. They want to feel like the people they’re hiring are up-to-date or current. The smartest thing we can do is educate ourselves about it and its limitations. We have to be knowledgeable on the AI front. I admit I fought it in my heart because I’m not just a CEO I’m an advertising creative. I don’t want to be supplanted by a computer world phenomenon. I will never believe stellar copywriters and art directors can be one-upped by this thieving technology. Ai can’t possibly understand the heart of a client. It can’t see the emotional potential of a product or service. We can seriously pull on heart strings. I will never believe AI can do that.