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I think the last project I worked on required 5 people in attendance plus 5 clients, on site, in person, and the chances of them coming to a single creative consensus without intensive involvement of humans to keep them wrangled and focused seemed unthinkable. For AI to work well and replace a group of humans, human decision-makers would have to know what they want, how to vocalize it, and how to come to consensus.
With the way my agency (Omnicom Production) is pushing us to train its AI, it’s definitely not too far off. However, I think they will fail miserably considering how disgusted the public seems to be by the invasion of AI especially by corporations who are using it as a shortcut to save money by getting rid of humans.
I think GPT-5 showed us it’s further away than we thought earlier this year.
Agreed!!!
What helps me sleep at night is that 95% of c-suite can’t even convert a pptx to a pdf or use a printer properly with all the IV league education, YouTube tutorials, and AI currently available to them.
It’s a hot topic for sure! I could be completely wrong but while AI is advancing fast and can definitely handle some repetitive or data-driven tasks, I don’t think it’ll fully replace creatives anytime soon. Creativity, intuition, and human emotion are still tough for AI to replicate at the level agencies need.
Research has already shown that that audiences hate the AI generated ads, but C-suites (both agency and brand) will continue not caring. Whatever makes shareholders the money is all they care about. Full stop.
YoY creatives are using AI more lessening the needs for more people. Creative pipelines are becoming more efficient where passable quality and blazing speed is now achievable.