Will bolting on AI services ultimately spell disaster for many agencies?

"Earlier this month, D&AD hosted an evening on the topic of 'Selling Creative.' The panel, featuring Tim Delaney and Dave Dye, was introduced to the audience by Mary Warlick (former CEO of the One Club for Creativity) through a series of iconic British adverts. No doubt under the influence of the Mad Men creativity on display, one member of the audience asked the panel whether they saw a future in which creative craft would be developed without the influence of AI. The answer was predictably brief. 'No.' Few, surely, would have been surprised. The AI genie is well and truly out of its proverbial bottle and its impact is likely to be widespread, not just on creative output but also on vast swathes of our daily tasks."

"And in one sense, AI is, of course, very appealing. As Accenture Song CEO David Droga said when recently speaking at the Ciclope Festival in Berlin, to succeed in today's fiercely competitive marketplace, it's all about "growth and relevance; that's all you give a shit about." For many, AI offers opportunities in both spaces. And given the anemic growth that's headlining industry articles right now, it's natural for creative agencies to be drawn magpie-esque to the shiny future promised by AI."

"For many, therefore, AI is the answer to our future. But if that's the case, then what is the question? Perhaps the most logical place to start is by drawing parallels with other significant eras of change. The growth of 'digital' is the most obvious. When digital first emerged (at a meaningful scale) in the late 1990s and early 2000s, many of the legacy ad agencies began building departments to counsel clients on its impact and likely application."

AI adoption promises growth and relevance for creative agencies and will affect creative output and many daily tasks. The technology's appeal is strong amid weak industry growth, drawing agencies toward immediate opportunities. A cautious approach is necessary to avoid repeating the digital-era error of bolting on capabilities without strategic integration. Historical parallels with the digital transition show legacy agencies often created advisory departments rather than embedding new capabilities. Agencies should define clear questions and strategic objectives for AI before implementation to ensure sustainable value rather than short-term attraction to shiny capabilities.

Read at The Drum