"Besides the very obvious impact on the search discipline - zero click search is a reality that's gotten everyone scrambling to retrofit their online content to be recognized by LLMs - we heard agency folk tell of over reliance on the tools, and a face-value acceptance of information and data that in actuality requires human oversight to ensure accuracy. Then there's the toll it's taking by removing learning and training opportunities for entry-level talent as AI handles rote functions and menial tasks."
"If we are using Chat GPT for ... information, anybody else can have it. So those insights and that information that we're receiving is not differentiated, and it doesn't have our human element to it. So that is a frustration when they're just coming and saying, 'Oh, this is the insight that we have.' Well, yeah, you have it but [your] competitors have that same data. It's just it's not bespoke to the individual brand."
"AI is not good at mathematics. It's not going to give you the right answer, [because] it's not going to calculate it correctly. That's a perception that a lot of people [have] - they just trust the output. If you actually took it back to Excel and ran your own numbers and analysis, you're not gonna get a one-to-one match."
Generative AI has become pervasive across media and marketing, altering search behavior through zero-click results and forcing content adaptation for LLM recognition. Agencies experience efficiency gains such as time and resource savings on RFPs and novel creative possibilities that may surpass individual human ideas. Significant risks include loss of differentiation when insights are widely available, AI inaccuracies in numerical analysis, and reduced on-the-job training for entry-level staff as AI takes over routine tasks. Human verification, bespoke brand context, and revised talent development strategies are necessary to capture AI benefits while mitigating operational and ethical challenges.
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