The media agency industry faces a significant talent problem, especially at the entry level, exacerbated by the increase in AI usage for basic tasks. During a recent Town Hall at the Digiday Media Buying Summit, attendees discussed the challenges that new entrants face, including a steep learning curve and generational communication gaps. As agencies adapt to technological advancements, there's concern that junior staff are losing out on essential foundational experiences. Moreover, the expectations for these new employees have shifted, with a focus on leveraging AI to streamline their roles rather than learning the intricacies of the industry.
The one phrase that irks me the most is when the C-suite says that ... that, because of AI solutions, it'll help us think more strategically. With entry level employees, you still need to have those junior team members get in the weeds to understand how the plant grows. Otherwise, you're not going to have a forest.
I expect that every tedious part of their job they want to figure out how to make AI do it for them. The learning curve is just different than it used to be.
What I've learned is some of the ways in which we are trying to train them is [generationally] not native to their language anymore. Maybe you [shouldn’t be] writing them a 10-page email.
Pretty soon all you're going to have is just snapping buds from 100-year-old trees when there are no saplings anywhere to be seen.
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