Will agencies lose out to AI solutions at media platforms?

The Campaign Podcast

Media platforms, including Meta, TikTok, X, Spotify, Pinterest and others, have been advancing their own AI capabilities to improve the advertising process of creating and serving ads to an audience. So where does this leave media and creative agencies?

Meta, has gone so far as to call itself a “one stop shop” for advertisers, by reportedly aiming to fully automate advertising, including the creation and targeting of ads, by the end of the year. After this was reported, Meta’s stock price went up, while Publicis, Omnicom, IPG and WPP’s all took a dip. Chief executive Mark Zuckerberg said: “Over the long term, advertisers will basically just be able to tell us a business objective and a budget, and we’re going to go do the rest for them.”

In this episode, the Campaign editorial team discusses how much of a threat media platform’s advancement of AI poses and how agencies are adapting to not lose their role in the advertising process.

Hosted by tech editor Lucy Shelley, the episode features deputy media editor Shauna Lewis and editor Maisie McCabe.

Further reading:

You can’t just tell an AI to create ads like a CCO

Why is principal-based media buying so controversial?

Buckle up for the ride as agency world will look significantly different in two years

UK TV commercial chiefs on 'radical collaboration' and ‘bullishness’ in the face of LHF

Sir Martin Sorrell: Tech platforms are encroaching on clients of large agencies

Will media buyers be the first victims of AI?

Media buying among 'first areas to go' with rise of AI, says MediaMonks co-founder

Google’s EMEA president urges adland: ‘Don’t wait for magic AI moment – it’s here’

Microsoft AI CEO: Bigger organisations are ‘starting to feel the pressure’ from AI

---

Hosted on Acast. See acast.com/privacy for more information.