In a recent feature by The Drum, our co-founder, Kate Ross, shared her candid thoughts on the AI frenzy currently gripping the marketing industry. With the spotlight on AI’s potential over the past 18 months, many agencies have poured resources into what is often portrayed as the next big revolution. Kate shares her perspective below:
“AI is a modern, mad, gold rush on social network steroids. It’s a combination of people wanting to be part of history, the feverish social echo chamber we now live in and fomo about the bags of money being thrown about. People point to past technical revolutions – the internet, the mobile phone – but each of these replaced cumbersome existing solutions relatively cheaply. But GenAI hasn’t created any seismic opportunities yet, and we’ve spent a literal trillion. I’m not anti-AI, but I don’t want people to get sucked into the hype. It’s great for specific things – post-production augmentation of shoot output, TOV governance on long-form content, some data maintenance tasks… But for a lot of stuff, it’s going to be an expensive distraction. It is absolutely critical to be nuanced in your approach. GenAI is a very big hammer – choose your nails wisely.”
Read the full article here.
