The Displacement of Human Labour
“AI is especially adept at displacing human labor in situations where humans have already conformed, willfully or otherwise, to the pattern of a machine. Build a techno-social system which demands that humans act like machines and, lo and behold, it turns out that machines can eventually be made to displace humans with relative ease”
It seems to be impossible - and indeed, perhaps unwise - to try and avoid discussion of Generative AI and the advertising industry at the moment.
This week, we have seen Sam Altman of Open AI suggest that within five years AI will handle 95% of what marketers currently use agencies for today. Clearly Generative AI tools already have the ability to approximate what marketers need or use agencies for: Chat CPT will provide you with a competitive analysis or give suggestions for strategic approaches when prompted. Sora will produce videos on demand. Midjourney produces some stunnning imagery.
This is interesting against the backdrop of a recent Adage article which suggested that agencies have moved toward a model of ‘pitching on process, not talent’. The more the industry leans into process (and consistency) as it’s main selling point for clients, the more the work will be able to be done by AI. Should however, we remember that our real selling point is perspective and agitating for change - and find the kind of customers who value those qualities (as opposed to just wanting someone to execute their ideas) then we might have a chance. Part of the problem is the impending AI issue. Part is about personal pride and wanting to do more. Process alone nearly never improves the quality of output, just in the same way that a series of tools producing work in an automated way will not really provide comparible value to human beings.
