After Barclays downgraded three big ad holding companies, saying AI will pose a challenge in the short term, I asked yesterday how you think the tech will play out for agencies. Here’s just some of what you sent back:
If the speed of innovation is relatively slow, independent and holding group agencies alike may benefit from the advent of AI. Automation such as programmatic media buying already enables agencies to manage eight-figure budgets using just two people. It’s possible that AI will play a similar role in allowing agencies to ‘uplevel’ their offering while remaining competitive. —Hyun Lee-Miller, chief media officer at Good Apple
Clients will gravitate to agencies willing to transparently share learnings through the transition and pass along savings without delay. So the smaller, more nimble AI-advocators will win short-term. Longer term, the mega agencies will of course apply their heft and resources and be the drivers and profiters. —Beth Hallisy, communications consultant
Tech platforms a la Meta might know consumers intimately, which is great for the long tail of SMB advertisers, but agencies know large businesses and brands intimately. If anything I’m bullish, as holdco agencies are going to be able to leverage bigger business and brand contexts than indie agencies, and expand the reach and output of their talent thanks to AI. —Anthony Hamelle, chief innovation officer at TBWA\Chiat\Day NY
As a media buyer in the media and entertainment space, I often resented our agency, thinking, ‘Why do I need these people?’ My team knew our IP and our customers/audiences better. Following a stint at one of the big tech platforms, I am even more convinced that brands will build more in-house capabilities and buy directly from big tech companies. No one wants a markup. —Name withheld by request
Most agencies years ago devolved from creating business-building ideas to being project-managed ad factories, so AI is just the next step. —Steve Schildwachter
Ironically, AI may force a renewed focus on people over process and insights over data, because when everyone has access to the same tools, it will be the clarity and creativity of your message that breaks through. —Tim Maleeny, president of agency solutions at Quad
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