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Complete the sentence: When you work on pharma …
Wet mouth noises...😖😖😖🗯🔥
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Specialty/niche creative shops vs. sweatshop holding companies. Middle will get thinner.
CD1 pick your poison
From a US perspective, whatever isn’t automated will be offshored. There’ll be skeleton staff in the US that serve as the overworked and underpaid middle managers and then there’ll of course be the c-suite which will be insulated and protected from the fates suffered by their minions. They’ll continue to command 7-figure salaries while offering nothing of value.
My coworkers will be mostly 🤖.
thank you for not mentioning intimacy and kinks in your list
Pro
Prompter/gpt teams ultimately give way to fully agentic teams led by cross-discipline “CD’s”.
AI productions for 80% of projects
Automated media buying creation resizing and deployment.
Niche indie creative shops built around individual tastemakers continue to have success as always
AI won’t be the revolution hypothesised for our industry.
The legality of mining IP will have a watershed moment with a Disney-type suing. Most legit clients won’t want to take risks post-lawsuit, so we’ll all use Getty-type paid subscription AI libraries…but ads all looking the same kills the novelty.
Then finite resources (power, water) will hinder AI implementation to the extent it’s being predicted. Governing bodies will decide who/what takes priority. Hint: it won’t be helping marketers make ads, but it might be targeting (as that’d be tech that’s valued).
Ultimately, adland will have evolved but not unrecognisably. Most likely smaller agencies with multi-hyphenate employees.
(Oh, and alongside all of this…marketers will see that the lack of brand advertising of late - in favour of targeting product ads - will have harmed them as a generation no longer views the iconic brands as iconic.)
This👆🏻
However you forgot to mention how AI is not profitable right now and it will not be profitable in the future. I don’t think people realize how insanely expensive it is and how its costs do not go down with more adoption, but just the opposite. It’s will eventually make VCs, investors and companies realize that they’re not gonnna get any ROI out of it. I don’t know how long it will take, but it will happen, and when it does, POP goes the bubble💥 🫧
I don’t know how that will affect the holding companies, since they are banking everything on AI, but it will affect them all equally. And not just them, Meta and Google as well (who really are the actual competitors of the holding companies).
Omnicom will declare bankruptcy
I don’t know about that, but WPP definitely will.
Rising Star
AI will take all the performance marketing. More smaller independent shops are going to pop up, which are where most of the “advertising people” and the talent will be. The hold cos will be about the same, I’d assume, but with probably worse working conditions/lower salaries and extremely high turnover.
Rising Star
Presumably Omnicom will control all advertising.
And Netflix the media?
Everyone in the agency world will look and act the same and will attempt to use AI to create diverse campaigns but will fail miserably.