Here's a prediction that's not about AI: generalist talent will become more important in 2024 to both clients and agencies. I'm so confident in this prediction that I would expect it to continue through 2025 and beyond.
Automation is forcing agencies to appraise the balance between human and machine; as the major platforms let their algorithms drive performance there is reduced reliance on specialist human talent to implement and optimize campaigns. AI (damn, I mentioned it) will undoubtedly only accelerate these changes further.
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