It seems that every third discussion in the industry revolves around AI. Sure, it makes sense since it’s the hottest topic around. But what do indies think about how AI will change the industry, agencies and their businesses?
David Griner spent some time with indies at Cannes Lions and got some interesting perspectives from:
- Lisa Buckley, Managing Director, VaynerMedia
- Jamie Falkowski, Chief Creative Officer, Day One Agency
- Eva Santos, co-founder and CCO, Delirio & Twain
- Sander Verhof, co-owner and COO, Agency Engines
Insight included:
- AI’s potential job displacement and ethical concerns around generative AI’s use of existing content
- Ownership and originality of AI-generated work
- How AI-free creativity could become a distinct vertical
- Why AI will eventually become just another tool in the marketing mix, requiring strategic selection and measurement
- Why work created with human intention and scarcity will stand out and become more valuable
- Why the present focus should be on building brands through social media, where relevance and attention currently reside
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