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The ‘death of creativity’? AI job fears stalk advertising industry | WPP and others roll out AI-generated campaigns as Facebook owner Meta plans to let firms create their own ads
WPP and others roll out AI-generated campaigns as Facebook owner Meta plans to let firms create their own ads
Photograph: WPPThe Meta boss is gearing up to unleash AI tools to allow advertisers to fully create and target campaigns on his social media sites, prompting fears of the “death of creativity” – and widespread job cuts at agencies. Rahul Dravid in Cadbury’s Bournvita campaign, which used AI.Agencies of all sizes – and particularly the deep-pocketed international groups such as WPP, Publicis and Omnicom – are pouring investment into developing their own AI tools and working with tech companies such as Meta and Google. In the noughties, as big tech grew increasingly powerful, Sir Martin Sorrell, who built WPP into the world’s biggest ad group and is now the chief executive of S4 Capital, labelled Meta and Google “frenemies” – meaning they can be seen as a partner and as a competitive threat to agencies.
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