|
The race to automate advertising poses a threat to the agency holding companies that now rule the field, Patrick Coffee reports for CMO Today.
Meta Platforms aims to release AI by the end of 2026 that can handle the entire process of creating and placing ads, as Patrick reported last week. Google and Amazon are working on similar tools.
And NBCU owner Comcast this summer plans to provide marketers with a free AI-driven tool that will automate creative production for commercials on streaming TV, a spokeswoman said.
Full creative automation will let brands’ marketing teams make campaigns on their own while looking to their agency partners primarily for strategic guidance, said Jessica Serrano, CMO at Dig restaurants.
The largest agency owners will have to downsize in response to a technology that is speeding the commoditization of their services, said Michael Nathanson, an analyst at equity research firm MoffettNathanson.
“You don’t need a 1,000-person team anymore,” he said. “You need three or four great people with a vision.”
|