Ashgrove Marketing’s Terry van Rhyn returns to the subject of AI in advertising and marketing – and its value in an industry where the human touch is still irreplaceable.

A while back I wrote a relatively critical piece on whether AI will help or hinder the creative environment of advertising and marketing. Now, over a year later, I have more information and it has moderated my initial impression (which may have been a touch defensive!).

As the digital landscape continues to evolve, AI in marketing and advertising has become ever more prevalent. For advertising agencies, this is not just another trend; it’s a pivotal moment that requires adaptation and innovative thinking.

For AI offers a cornucopia of advantages for advertising agencies. First and foremost, it enables data-driven decision-making. With algorithms that analyse consumer behaviour and preferences at lightning speed, agencies can more easily craft campaigns that resonate with target audiences, enabling advertisers to truly engage in a meaningful way with their tribe.

Furthermore, AI can streamline processes, reducing time spent on mundane tasks like data entry and report generation. By automating these repetitive functions, agencies can redirect their creativity toward what they do best – developing ground-breaking and compelling creative concepts and impactful campaigns.

Additionally, AI tools like chatbots and predictive analytics can enhance customer experience, ensuring that clients feel supported and informed.

On the flipside, though, it is important to acknowledge the potential pitfalls. The most glaring concern is that reliance on AI can stifle creativity. If agencies lean too heavily on data-driven decisions, there’s a risk of producing “cookie-cutter content” devoid of personality.

The essence of storytelling, which is the backbone of effective advertising, is at risk of getting lost in the pursuit of algorithmically optimised ads.

Another consideration is the ethical implication of using AI. This will be an ongoing debate until regulated properly. From data privacy concerns to the risk of reinforcing biases in advertising content, these are issues that agencies must navigate carefully.

Moreover, there is the fear of job displacement. AI can certainly enhance productivity, but in a creative sphere like advertising, it’s crucial to remember that it should serve as an ally, not an alternative.

It’s also vital to understand that this technology is not a remedy for clients looking to navigate the marketing landscape on their own. While AI can generate insights and streamline processes, clients still require the guidance and strategic vision that only seasoned professionals can provide.

Ad agencies bring creativity, cultural understanding, and emotional intelligence — qualities that AI simply cannot replicate. Not yet, anyway…

When I think back to the pre-Apple advertising agency landscape, we thrived on crafting presentations with concept pencil scamps and colour markers, refining final artwork with Rotring pens and Letraset. We used typesetting and repro studios to set type and create film for Litho printing presses. We shot all our TV commercials on 35mm film with large film crews and long hours in editing suites and sound studios to create the soundtracks.

At the time, photographers were seen much in the same way as rockstars – an exclusive domain of a small group of professionals practising their dark arts. Although improvements in technology now allow anyone to take decent enough images, the magical ingredients such as composition, lighting and styling, will sadly (or luckily) always be difficult to teach without that innate creative talent.

Fast forward to today, and while technology has transformed our tools so we can create an entire TV commercial on our phone, the core principles of effective marketing remain unchanged. The introduction of AI is comparable to the dawn of the internet — an enhancement, not a replacement.

Over the next 10 years, the integration of AI into advertising is set to deepen. We may see the rise of hyper-personalised marketing campaigns, where ads are tailored to individual consumers in real time, based on their behaviour and preferences. Imagine a world where your favourite brands anticipate your needs before you do!

This level of personalisation could redefine customer engagement and align with consumer tribal behavioural patterns.

Advancements in AI will also likely foster more innovative creative tools. We may witness the emergence of AI-generated content that retains a human touch, allowing creatives to focus on higher-level conceptual strategies.

Collaborative efforts between AI and human creatives could lead to ground-breaking campaigns that are both imaginative and data informed.

As the landscape shifts, ad agencies will need to embrace a culture of continuous learning and adaptation. This means investing in training and upskilling teams to work effectively alongside AI technologies.

Agencies that successfully blend the analytical power of AI with the intuitive brilliance of human creativity will not only survive but thrive.

So, my take now is that while the role of AI in marketing and advertising is undeniably transformative, it is not a threat to the relevance of ad agencies. Instead, it presents an opportunity to innovate and enhance the ways we connect with audiences.

As we embrace this technology, let’s remember that, at its heart, advertising is about understanding people, crafting stories, and creating emotional connections.

If, in the future, we can harmoniously blend the brilliance of human creativity with the power of AI, we will ensure that we continue to inspire and engage in this exciting new era.