Technology will replace mediocrity in advertising

I just finished another TechTO marketing and saw some incredible examples of innovation in the advertising industry from Google’s Gemini, media planning software Deben, and a POV on digital democracy and accessibility from Thinkingbox.  One thing was clear last night: Mediocre work in media and creative will be placed by AI and technology. 

In the room several marketing leaders whispered:

“Advertising executives used to have gravitas - now they just have an opinion”  

“Every time I ask for a plan, I get the same thing.”

“Why does every new plan feel like Day one.  Why does it take so long to provide the data the agency has.”

"Why doesn't my agency bring me these ideas"

In the tumultuous landscape of the advertising industry, the winds of change are blowing stronger than ever. 

The truth is, the industry is at a crossroads, facing an impending wave of transformation propelled by AI and technological advancements. The question isn't whether change is coming—it's whether agencies are ready and willing to embrace it. And from what I've seen, the answer is a resounding "not quite."

One glaring issue is the industry's struggle to maintain its once-vaunted status as a beacon of creativity and strategic acumen. Instead, we've witnessed a regression to formulaic approaches that prioritize conformity over innovation . While there are pockets of brilliance, I am not sure that exceptionalism is inspiring the industry to do better.   

Ads themselves have become increasingly disposable, more focused on immediate gains than on forging lasting connections with consumers. This shortsightedness neglects the importance of brand building and fails to explore alternative solutions beyond traditional advertising avenues.

Moreover, the rise of performance marketing has further exacerbated this myopic mindset, with platforms holding sway over agencies and pushing for quick wins at the expense of long-term brand development. This, coupled with the incessant churn of client-agency relationships, perpetuates a cycle of short-term thinking that hampers the industry's potential for genuine innovation.

So, what's the solution? It begins with a fundamental shift in mindset—a recommitment to advertising as a craft rather than a commodity. Embracing technology should enhance, not replace, creativity and strategic thinking. It's about reinventing ourselves to deliver on the promise of genuine progress for brands.

As someone who's been on both sides of the table, I believe that we cannot wait for change to happen; let's drive it. Keeping up is half the battle. If not there is a chatbot ready in the wings to test what's possible.