Making things that make things

"The advertising industry has always been in the business of making things, such as the OOH billboard, the 30-second spot, the snappy social post, the standard website: final, finite assets polished and pushed into the world. Agencies were paid, often by the hour, for producing final versions of these things and then moved on to the next project. Even with generative AI entering the picture, much of the conversation remains focused on making those same things faster or cheaper."

"In the Intelligence Age, making "the thing" is no longer the endgame. We're evolving from creating fixed assets to designing and building adaptive, generative systems that unify brand, product, and marketing. We're creating brands that can fuel new types of digital interfaces that adapt based on user contexts, and content that can be generated and individualized at scale. Our job isn't just to deliver assets anymore."

Advertising traditionally produced final, finite assets like billboards, 30-second spots, social posts, and standard websites, with agencies paid to deliver finished work. Generative AI is altering not only production speed and cost but the nature of what gets built. Creative practice is shifting from creating one-off assets to designing adaptive, generative systems that integrate brand, product, and marketing. Brands can power digital interfaces that change based on user context and generate individualized content at scale. Marketing models based on short-lived campaigns are becoming outdated as the focus moves to building engines that continuously produce personalized experiences.

Read at Fast Company