"Let's deal with that directly. The AI ship has long since set sail. AI is everywhere in agencies. It's part of the strategic development process, guides targeting and personalization strategies, supports creative ideation, is front and centre in production, and underpins our daily processes. AI has moved from an experimental tool to an established, functional mainstay. And if you're not using AI across a wide range of your agency functions, you are now behind the curve."
"The scale of adoption has become so significant that another change has occurred. AI has become 'table stakes.' Is that plausible? Well, a quick search of the term on Google's AI (naturally) Overview feature defines it as follows. Table stakes are the 'essential, basic requirements or minimum level of effort needed to participate in a particular activity or market, often in business or gaming. It's the minimum you need to have just to be in the game, not necessarily to win or excel."
AI adoption has spread across advertising agencies and now underpins strategy, targeting, personalization, creative ideation, production, and daily processes. Adoption ranges across agencies, with some further along than others, but overall penetration is extensive. Adoption transformed AI from an experimental tool into an established, functional mainstay. The scale of adoption makes AI a basic requirement or 'table stakes,' meaning possession of AI is necessary to participate but not sufficient to win. Some industry voices remain skeptical, yet the practical reality is widespread integration. Agencies must integrate AI broadly or risk falling behind competitors.
Read at The Drum
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