A growing number of brands, like Klarna and Mondelēz International, are turning to generative AI to streamline their marketing operations. Increasingly, companies are leveraging AI for ideation and content creation, aiming to reduce costs, scale and expedite the process. While marketers tout AI cost savings as a win, the shift has sparked concerns about the impact on creative agencies, especially junior level creatives who often handle the more routine tasks that can be automated by AI.
Earlier this month, Coca-Cola dropped its annual holiday commercial using Real Magic AI, Coca-Cola’s artificial intelligence platform powered by OpenAI. The spot ruffled feathers across the marketing industry, brought up concerns about AI’s impact on the way ad agencies get paid as well as questions about why marketers are pushing AI ads that seem to flop as many consumers aren’t into them.
In the latest edition of our Digiday Confessions series, in which we exchange anonymity for candor, we hear from an agency founder and chief creative officer on AI’s potential impact on creatives and how C-suite executives are thinking about the cost savings.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply