One day, Darren noticed a trend sweeping through the industry—everyone was talking about AI. Job titles were changing to AI Engineer and AI Analyst almost overnight. It seemed like everyone was suddenly a specialist in AI, but in reality, very few people knew how to use these tools effectively. It’s a common scenario: AI is often used to assure clients that agencies are keeping up with technological advancements. However, the real challenge lies in mastering these tools and using them to provide value.

In May 2023, Meta launched its AI Sandbox for advertisers, starting the testing of AI-generated ads for Facebook. This initiative could attract more advertisers to their platform and create more precisely targeted ads.

Coca-Cola, in collaboration with Bain & Company and OpenAI, introduced a contest named “Create Real Magic.” They invited users to blend ChatGPT, DALL-E, and historic Coca-Cola ad creatives to craft new artworks to be showcased on their website.

There’s a pervasive fear that AI is going to take over jobs in advertising. As ads become more intelligent and trackable, it’s clear that the industry is evolving rapidly. Design, once a highly impressive skill, has become more accessible with AI tools. Even those who struggle with copywriting can now lean on AI to streamline their communication needs.

The shift is undeniable — traditional search engines like Google are seeing a decline, while apps like TikTok are rising in popularity for search and content creation. People who can’t use tools like Photoshop or Premiere Pro are getting unprecedented engagement, and those who can’t code are building apps and sites. The democratisation of technology is evident, but it’s not AI that will take your job — it’s skilled professionals who know how best to leverage it that might.

Despite the rapid changes, it’s not too late to become proficient in AI. The key is to understand that AI’s primary purpose is to save time and money. If you grasp this concept, you can adapt and thrive in the advertising industry. AI is here to handle mundane tasks, giving us more time to focus on creative and strategic work.

Think about how technology has evolved. People once relied on horses, then cars came along and revolutionised transportation. We all had Blackberries and swore we’d never switch to iPhones, but we did. Businesses once thought they’d never need websites, yet now they’re indispensable. The same resistance to change applies to AI.

Clients often resist AI-generated content, insisting on traditional methods. However, this resistance can hinder innovation. Consider stock imagery: it’s often expensive and not representative. AI can generate unique images instantly, saving both time and money.

In an agency setting, the traditional process of client meetings, project discussions, shoots, editing and approval processes can take weeks. AI can streamline these processes, making them more efficient and cost-effective. The bottom line is clear: if a tool can save time and money, businesses will adopt it.

The lowest-paid jobs are often those that anyone can do. To avoid being part of the “every-man” crowd, it’s crucial to adapt your skills. Creative directors need to think about becoming generative specialists. The advertising industry is also moving towards a results-driven approach. Clients want outcomes, not just impressive visuals — If you can create amazing, optimised work that sells, you’ve cracked the code.

Content will always be king, but creating it requires time and money. AI can assist in making the creative process more efficient. Don’t view AI as a competitor; see it as a tool to enhance your creativity. Human expertise in vetting, editing, tweaking, and maintaining relationships will always be needed, and it’s these skills that will truly shine in the age of AI. 

1. Invest in true research: Set a goal to spend 24 hours doing in-depth research on AI. Don’t just skim articles or watch snippets of videos. Dive deep into how AI can bring value to your career.
2. Stop scrolling: Go beyond reading headlines. Fully engage with articles and videos to understand the complete picture.
3. Learn and apply: Don’t just download AI apps — learn how to use them effectively. Subscribe to services and practice using them regularly. This will prevent you from becoming like older generations who struggled with new technology.

AI is not a threat but an opportunity to transform your career in advertising. By embracing AI and understanding its benefits, you can stay ahead of the curve. Darren Morris’s insights remind us that while technology evolves, our ability to adapt and innovate remains our greatest asset. So, dive into the world of AI, enhance your skills, and make your mark in the ever-evolving advertising industry.