"Now that the dust has settled and AI evolution has become a truth we must all live under, this narrative feels outdated. The agencies that thrive won't be those resisting AI, nor those blindly automating everything in sight, but those that incorporate it, intelligently, in their process. The real opportunity lies not in the battle of human v AI, but in the partnership of human plus AI."
"Creative accelerator AI is already reshaping how agencies operate, helping embed new tools across the creative lifecycle, from ideation right through to production and delivery. Generative platforms such as Adobe Firefly and Midjourney are becoming standard for rapid concepting and prototyping, allowing teams to explore more ideas in less time. When used correctly, these tools don't dilute creativity. Instead, they can free creatives from repetitive, manual tasks, providing much-needed space to focus on what truly matters: storytelling, brand voice, emotional resonance, and strategic thinking."
AI will redefine agency work by augmenting creative capabilities rather than replacing them. Generative platforms enable rapid concepting and prototyping, allowing teams to explore more ideas faster. AI can automate repetitive, manual tasks and handle operational complexity, versioning, asset management, and production logistics, increasing efficiency across the creative lifecycle. Freed from routine work, creatives can concentrate on storytelling, brand voice, emotional resonance, and strategic thinking. Agencies that integrate AI thoughtfully and redesign workflows will gain advantage, while those that resist or blindly automate risk falling behind. The primary risk to creativity is failing to exploit new technological possibilities.
Read at www.thedrum.com
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