The article discusses how AI advancements present looming threats to ad agencies, highlighting challenges posed by Google and Meta. Google's initiatives, like automating call handling, sever human connections between companies and customers, shifting ownership of those relationships to platforms. Meanwhile, Meta is set to fully automate ad generation by 2026, eliminating the need for agencies in the strategy and creative processes. This trend towards automation prioritizes performance metrics over nuanced human creativity, making it crucial for agencies to adapt or risk obsolescence in an evolving marketing landscape.
Google's clampdown on robocalls is an elegant removal of human sales from customer journeys, indicating that customer relationships now belong to platforms like Google.
Meta's shift towards automating the ad generation process by 2026 signals a move towards removing human variables from brand communication, positioning advertisers at risk.
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