Animatics, once a staple in advertising for testing concepts before production, are on the verge of extinction due to advancements in generative AI. These tools can now directly produce content that offers similar testing benefits without the levels of investment animatics required. Historically, animatics helped brands gauge audience reactions and mitigate the risk of costly advertising failures. However, their ability to predict in-market performance is being challenged by newer technologies, marking a transition in the advertising industry's creative processes.
While there is indeed a tsunami coming for the entire production side of the ad industry, it's the animatic wing that is in my eyes most vulnerable.
Imagine spending all that money just to find out your ad is a dud after you make it. You then run into things like the sunk cost fallacy.
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