Welp. It’s finally happened. META has flat-out declared that they are the low-cost replacement for advertising creatives.

We have 18 months left until we’re a niche industry.

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Meta produces low value slop, I wouldn't be too worried. Zuck is like Musk in that he promises the moon and then shows up with a wheelbarrow full of manure. Remember the Metaverse? How is that going, changing the world wise?

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Bingo.

Their campaigns will be a 1/10th the cost (or less). The media mix & regional adaptations makes it MORE than worth it. And the C+ creative work will suffice.

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Yup.

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Knowing the brand safety issues they had in the past, I look forward to the first AI ad campaign that features Hitler and Stalin advertising a Chevy 😑

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The Man in the High Camaro

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I figured. I wonder how the creatives who work there will feel after they’re cut loose knowing that they were probably used to help train their AI bot.

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Gross

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Every time I see an ad completeness by AI agents like this it sucks. I’m not gonna hold my breath that these are good.

But tbh they’ll probably make B+ ads and that’ll move the needle enough to hurt us even more

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Bro just went through like 4 of the stages of grief in this post

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Guess we’ll find out whether advertising works by simply bashing people over the head with product prompts with no persuasive brand work to support it.

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Passive aggressive tone aside, no. The persuasive brand work is done. It was done in the pitch. It won the business. The platform exists. You did it on spec and then won the client. Congratulations.

I’m not talking about that.

I’m talking about the petabytes of digital trash that flood our screens and feeds non-stop all day and all night with screaming offers of introductory rates and low APR dealer pricing or 2 can Dine for €9.99 bargains.

Garbage.

The garbage that costs clients €MILLIONS a year just to churn out in a studio.

The crap that influencers charge €THOUSANDS for so they can say “I found this secret noodle shop in my area and OMG you have to go there.”

Irritating robo-voiced crap.

That kind of content is solidly 90% of what we do every day.

That’s what they’re replacing overnight.

Not our precious nuanced consumer insights and impeccable taste.

He’s right though. If I was a client, why would I pay WPP a penny? Why would I let myself be charged tons of millions of dollars for something and intern can do in her cubicle?

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You’re the Bruce to my Tony. 💪🏼

What about the strategy, insights and then aligning that with cultural significance.

I think the AI meta outputs will create vanilla creative, so if you're not that great I would be worried, if you're at the top of your game, are growing to become that I would not be too worried.

IE creating logos and video creative from stock footage you're probably screwed, actually working in workflows with strategic insights, layering cultural nuance and aligning with media strategy I would sleep well.

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Fancy big tech AI advertising solutions are going to become the Fivver for the fortune 500 at some point I'm sure. The tech overlords are not going to give up, and to them anything and everything is just a math problem to solve. We are deluding ourselves if we think the wisdom and knowledge of humans will still need to be in the loop. All of that is big tech PR so most of us don't feel the shiv until it penetrates the aorta of our middle class lives, at which point it's too late. I'm so glad I'm about 5 years from retirement, it is not going to be fun.

From the minds that brought you the Metaverse and its wild success.

If you think this will replace you, then it probably will.

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Why? This is the “whether you think you can or think you can’t, you’re right” argument. 100% accurate.

I am sorry that you are just knowing of this now.

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I think there’s a pretty big chasm between knowing something is going to happen, and being told it’s happening by the people you were afraid were going to make it happen.

Yeah, let's see if it works first...

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