AI – how it’s reshaping advertising and media agencies

Eva: AI will catalyse how we collaborate with clients and serve as a creative sparring partner, for example, through generating new ideas, providing first tangible ideations of concepts, and scaling existing ideas.

In my role as the AI lead globally for the Serviceplan Group, one of Europe’s largest independent digital marketing agencies, and General Manager of the AI Lab in Munich, my team and I, make sure we stay at the forefront of the most recent AI developments. To do so, we have launched two AI labs in Munich and San Francisco to bridge the regional ecosystems. Munich offers a strong European perspective and San Francisco provides insights from its vibrant startup scene at Silicon Valley. Through the labs, and also the experts across our agency Group, we have been developing tangible AI use cases that we can present to clients and integrate into our workflows. We have also introduced mandatory AI training and upskilling initiatives for our employees to ensure they are up to date with the latest developments.

Pedro: I lead Chapter and Verse, the Web 3 division of Horizon Media, the largest independent agency in the US. I focus on NextGen strategies and engagement and identify AI use cases that can enhance our strategies and campaigns. We have formed a task force from our data, technology, governance, legal and media teams to identify where AI can be beneficial, such as data analysis, performance marketing and content development. We have also equipped our teams with AI to enable rapid testing and learning.

 

Pedro: 30% to 60% of our employees, from Gen Z to older age groups, are concerned that AI might eventually take their roles. This fear is a significant pain point that we are in the process of addressing. AI enhances their roles and we emphasise that their strategic thinking, knowledge, and perspective are essential for effective AI use and implementation.

Our CEO, Bill Koenigsberg predicts that 80% of our communication planning will be AI-assisted by 2025.

This means employees need to be educated on using these tools to avoid the threat of being left behind. However, it is not about reducing headcount, but about enhancing our organisational capabilities. The real differentiator for our agency is the talent and their unique output. Equipping our staff with efficient tools is just one aspect; attracting, retaining, and empowering talent to excel and stand out is equally important.

Eva: I agree. AI enhances execution, but true value lies in the strategic thinking behind it – an inherently human task.
 

Eva: The concern is around the ethics and accountability of AI-generated content. Content that miscommunicates values or misrepresents brands can severely harm trust. We have published guidelines and train our colleagues on the responsible use of AI and
its impact on people and society.

Pedro: AI tools can create slick videos but the prompts and cuts still need a creative vision and brand elements. This feels like a “white boarding” use case. We also have guidelines that align with our agency ethos and are overseen by our AI taskforce.