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AI in Advertising: AI - The most pressing challenge to the future of our industryAI in Advertising is brought to you by the Association for Communication and Advertising (ACA) and the ACA's Future Industry* group, a think tank set up to grapple with this coming wave of change. ![]() Image by Terry Levin @Bizcommunity.com. AI in Advertising is brought to you by the Association for Communication and Advertising. It examines AI and how it is changing the industry AI is about to change everything we do and every way we do it. This goes well beyond the ad industry, but it certainly includes it. We cannot overestimate the scale of the impact these clever and complex algorithms are going to have on our work and our ability to earn revenue. While AI is not the only challenge to the future of our industry, it is in many ways the most pressing. And so, we are launching this monthly bulletin to highlight the latest advances in AI, thoughts on how agencies should engage with it, and notable work from our agencies who are at the forefront. We believe, as an organisation, in the power of creativity and the ability of marketing to drive business results. Our departure point is that we believe AI is an enabler. It lets us work faster, be more responsive and be more accurate. It optimises the workflow so that the adage of "time, money, quality – pick two" is no longer a constraint. It lets us create things that we could dream of before, or which were completely unaffordable. And it provides a viable way to fight the burnout imposed by declining budgets and margins. Industry collaboration requiredBut unlocking these benefits requires industry collaboration. We need to inform ourselves as to what this technology does and how to integrate it into our businesses. We need to collectively negotiate with procurement teams and pitch consultants so that we don't simply become victims of these new efficiencies. And we need to retrain our people so that we are ready to embrace these new tools. The scale of the challenge is beyond what any one agency can do. If we turn the AI topic into an arms race and contradict each other in the market the only winner will be those wanting to use it to further erode our value. AI in Advertising AinA – AI in AdvertisingThe role of the ACA is to uplift the entire industry so that the advertising and communications field remains a key partner to our clients’ businesses. We must stand up for the human touch. And we must back ourselves and our people as vital parts of the marketing industry. This would have sounded obvious three years ago. Today it requires deliberate action.It is possible – some would say inevitable – that AI will replace 80% of the jobs in our businesses. But if early adoption of these tools has taught us anything it's that it won't do that tomorrow. For the time being these systems require training and shepherding, and our clients need our help in transforming how they work in this new world. AinA – AI in Advertising – is the ACA stepping up to offer insight, support and collectivism so that we can all emerge from this stronger than before. Winning with AI
Failing with AI
AI on AIThe following piece is generated by a bespoke GPT setup by Antonio Petra at VMLPrompt: What should Agency CEOs be focusing on in terms of AI in the next couple of years? The Strategic Imperative for agency CEOs: Persistence in AI adoptionAs AI continues to reshape industries, agency CEOs must adopt a strategic, long-term perspective. Scott Galloway, a noted business thinker, emphasises that true market leaders are often those who persist in emerging trends, even after the initial hype fades. This was exemplified in the mobile-first era, where companies that invested in mobile strategies during uncertain times eventually dominated the market. Today, AI is experiencing a similar trajectory. Initially, there is a surge of enthusiasm, followed by potential periods of disillusionment as challenges arise—be it technical difficulties, ethical concerns, or regulatory hurdles. However, it is during these periods that persistence can yield the greatest rewards.” AI-driven customer engagement and operational efficiencyAI offers unparalleled opportunities for enhancing customer engagement through hyper-personalisation and seamless omnichannel integration. Agencies that continue to invest in AI-driven customer insights, even when enthusiasm cools, will build a competitive edge. Additionally, AI's ability to automate routine tasks and provide advanced data analytics can significantly boost operational efficiency, freeing teams to focus on strategic and creative work. Navigating ethical and regulatory challengesAs AI adoption grows, ethical considerations such as bias, fairness, and transparency become critical. Agency CEOs must lead by establishing clear guidelines and practices to mitigate these risks. Staying ahead of evolving AI regulations and ensuring compliance with data privacy laws like GDPR and CCPA will also be essential. Building a future-ready workforceInvesting in talent and skills development is crucial. By upskilling your team and attracting AI specialists, your agency can stay at the cutting edge. However, resistance to new technologies like AI is common, with employees often falling into different adoption categories, from eager innovators to hesitant laggards. This resistance can slow down AI implementation and lead to underutilisation of its potential. To overcome these challenges, foster a culture of continuous learning and open communication. Clearly communicate how AI will enhance roles, offer tailored training, and involve employees in the AI integration process to build confidence and reduce fears. By doing so, your agency will be better equipped to thrive, even during periods of broader market hesitation. The path forward: Strategic persistenceIn my considered opinion, the most strategic course of action for your agency is to commit to a long-term AI strategy. By pushing through challenges and continuing to innovate, your agency will be well-positioned to lead when AI becomes a central pillar of the industry. This persistence will ensure that your agency is not just a participant in the AI revolution, but a pioneer. About the ACAWe are the official industry body for advertising agencies and professionals in South Africa, counting most major agencies among our members. Find out more about the ACA *ACA Future Industry committee comprises Jarred Cinman, Vincent Maher, Musa Kalenga, Haydn Townsend, Matthew Arnold and Antonio Petra. About Jarred CinmanJarred Cinman authored this article as an ACA board member and a member of the ACASA Future Industry committee, including Vincent Maher, Musa Kalenga, Haydn Townsend, Matthew Arnold and Antonio Petra. View my profile and articles... |