"In a world increasingly shaped by AI, strategy isn't becoming less important - it's becoming indispensable. WPP's move to produce ads with AI may make execution faster and cheaper, but it also highlights a more profound shift. As AI takes over tasks, the need for real strategic thinking only intensifies. We've seen industry upheavals before - dot-com, social media, programmatic, in-housing, now AI. Through every wave, one truth keeps resurfacing: technology can replace tasks but not leadership. When answers become cheap, thinking becomes priceless."
"When expensive film gave way to free, limitless smartphone photography, images became abundant and almost disposable. As execution became effortless, the value shifted to the skills that stayed scarce - designing the image, shaping the narrative, exercising judgment and capturing something authentic. The number of photos has skyrocketed, yet people still hire photographers for essential moments such as weddings. Not because they want more pictures, but because they want more meaning."
AI automates execution and lowers costs, shifting value from doing to deciding. Technology waves have repeatedly replaced tasks while leaving leadership and strategic judgment scarce. As execution becomes effortless, competitive advantage depends on choosing the right direction, exercising judgment, orchestrating strategy, and delivering taste and originality. Abundant production makes meaning the scarce commodity, as exemplified by photography where people still hire professionals for essential moments. AI can exponentially amplify either brilliant strategy or mediocrity depending on the quality of thinking. Agencies that provide distinctive strategic thinking capture clients even when many competitors offer similar AI-enabled services at lower prices.
Read at MarTech
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