Generative AI is revolutionizing the advertising industry, promising to streamline workflows and save time on mundane tasks. However, there are concerns over how this technology will impact human jobs. A recent report by Basis Technologies revealed that 11.5% of C-Suite and VPs have either replaced human employees with generative AI or plan to do so. Additionally, 10.4% of marketers reported replacing human tasks with AI solutions last year.
While some agencies are excited about AI’s potential, others remain cautious due to brand safety concerns and fears of diminished authenticity. Experts predict that job losses from generative AI will be moderate until issues surrounding copyright, plagiarism, bias, ethics, and accuracy are addressed. Forrester forecasts that 7.5% of ad agency jobs, particularly clerical, secretarial, administrative, sales, and market research roles, may be replaced by AI by 2030.
Generative AI’s greatest impact is expected in scalable creative tasks, such as copywriting and photo production. Despite concerns, most believe AI will only replace human jobs partially. Instead, successful marketers will incorporate AI into their workflows, possibly leading to smaller team sizes.
Generative AI’s primary use cases include content creation (54.5%), analysis (13.9%), creative optimization (12.9%), and media buying (8.9%). While 52.5% of marketers use AI to assist in drafting content, 70% worry that AI-generated content may compromise brand authenticity. Marketers have also recognized brand safety threats.
Although 28% of marketers do not use generative AI, those who do report low daily usage (11%) and frequent monthly usage (72%). To address the challenges, marketers may hire professionals who embrace generative AI and have mastered its implementation.
Generative AI is making its mark in the advertising industry, but its full impact on human jobs remains to be seen. Balancing the benefits of automation with brand authenticity and safety will be crucial for marketers as they navigate this transformative technology.
Source: Adweek
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