In the evolving landscape of marketing and advertising, the integration of generative AI presents both promise and challenges, as highlighted in a recent Forrester report. Key obstacles include a lack of AI expertise among agency employees and concerns over job obsolescence. Also, the human factor poses a significant hurdle that the industry must address urgently to fully harness the potential of genAI.

The potential economic impact of genAI on agencies is profound. Seen as a transformative force akin to the advent of smartphones, genAI promises to redefine creativity in marketing by combining data intelligence with human intuition. Agency leaders overwhelmingly recognise it as a disruptive technology, with 77% acknowledging its potential to fundamentally alter business operations. However, the fear of job displacement among employees remains palpable, exacerbated by recent industry disruptions and the rapid automation of white-collar roles.

To mitigate these concerns and fully embrace genAI, there is a pressing need for comprehensive AI literacy and training within agencies. While existing educational programmes and certifications provide a foundation, they are insufficient to meet the demands of integrating AI into everyday creative processes. Investment in reskilling and upskilling initiatives is crucial to empower agency employees to confidently navigate the AI-driven future of marketing and advertising.

Industry stakeholders, including agencies, technology partners, universities, and trade groups, must collaborate to establish robust training frameworks. In addition, a concerted effort will not only bolster agency capabilities in AI adoption but also ensure that creative workforce remains agile and competitive in an increasingly AI-centric landscape. By prioritising AI literacy and supporting continuous learning initiatives, agencies can position themselves at the forefront of innovation, delivering enhanced value to clients through AI-powered creativity.