Will agencies lose out to AI solutions at media platforms?

<p>Media platforms, including Meta, <a href="https://www.campaignlive.co.uk/article/tiktok-commercial-lead-we-dont-want-role-agency/1922329" rel="noopener noreferrer" target="_blank">TikTok</a>, X, <a href="https://www.campaignlive.co.uk/article/spotify-brings-genai-ads-offering-uk/1921394" rel="noopener noreferrer" target="_blank">Spotify</a>, <a href="https://www.campaignlive.co.uk/article/pinterest-md-diversification-media-spend-major-issue-clients-agencies/1923072" rel="noopener noreferrer" target="_blank">Pinterest</a> 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?</p><br><p>Meta, has gone so far as to call itself a “one stop shop” for advertisers, by reportedly <a href="https://www.campaignlive.co.uk/article/meta-aims-fully-automate-ad-creation-ai-2026/1920301" rel="noopener noreferrer" target="_blank">aiming to fully automate advertising, including the creation and targeting of ads, by the end of the year</a>. 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.”</p><br><p>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.</p><br><p>Hosted by tech editor Lucy Shelley, the episode features deputy media editor Shauna Lewis and editor Maisie McCabe.</p><br><p>Further reading:</p><p><a href="https://www.campaignlive.co.uk/article/cant-just-tell-ai-create-ads-cco/1930095" rel="noopener noreferrer" target="_blank">You can’t just tell an&nbsp;AI&nbsp;to create ads like a CCO</a></p><p><a href="https://www.campaignlive.co.uk/article/why-principal-based-media-buying-so-controversial/1912273" rel="noopener noreferrer" target="_blank">Why is principal-based media buying so controversial?</a></p><p><a href="https://www.campaignlive.co.uk/article/buckle-ride-agency-world-will-look-significantly-different-two-years/1930387" rel="noopener noreferrer" target="_blank">Buckle up for the ride as agency world will look significantly different in two years</a></p><p><a href="https://www.campaignlive.co.uk/article/uk-tv-commercial-chiefs-radical-collaboration-bullishness-face-lhf/1923737" rel="noopener noreferrer" target="_blank">UK TV commercial chiefs on 'radical collaboration' and ‘bullishness’ in the face of LHF</a></p><p><a href="https://www.campaignlive.co.uk/article/sir-martin-sorrell-tech-platforms-encroaching-clients-large-agencies/1875526" rel="noopener noreferrer" target="_blank">Sir Martin Sorrell: Tech platforms are encroaching on clients of large agencies</a></p><p><a href="https://www.campaignlive.co.uk/article/will-media-buyers-first-victims-ai/1877613" rel="noopener noreferrer" target="_blank">Will media buyers be the first victims of AI?</a></p><p><a href="https://www.campaignlive.co.uk/article/media-buying-among-first-areas-go-rise-ai-says-mediamonks-co-founder/1875753" rel="noopener noreferrer" target="_blank">Media buying among 'first areas to go' with rise of AI, says MediaMonks co-founder</a></p><p><a href="https://www.campaignlive.co.uk/article/googles-emea-president-urges-adland-dont-wait-magic-ai-moment-%E2%80%93-its-here/1922943" rel="noopener noreferrer" target="_blank">Google’s EMEA president urges adland: ‘Don’t wait for magic AI moment – it’s here’</a></p><p><a href="https://www.campaignlive.co.uk/article/microsoft-ai-ceo-bigger-organisations-starting-feel-pressure-ai/1923108" rel="noopener noreferrer" target="_blank">Microsoft AI CEO: Bigger organisations are ‘starting to feel the pressure’ from AI</a></p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>