AI is not coming for your job. Someone using AI is.

At Campaign's recent TV Advertising Summit, Sr. Martin Sorrell suggested the impact of AI is significantly understated. Beyond the creative earthquake we all feel rumbling… Sorrell spoke about the effect on media planning, speculating about its optimization capabilities and direct client engagement using AI intermediaries. If AI can overhaul media planning and buying it will allow for more effective deployment of resources, he says. And he questioned the need for massive deployment of people.

Sorrell's comments were unsettling. As AI continues to advance, it's clear that it will soon become an omnipresent force in our daily lives. Your Spotify’s DJ will run your music. Microsoft's AI will read, route and respond to your messages. Creators using all forms of generative desktop tools will drop broadcast quality episodes like mix tapes in Brooklyn. We’ll see new channels with new formats, operating with new business models in every industry. And it will come at a speed of change much faster than the digital revolution if Bing’s resurgence is any indication.

For the past 20 years, Google has dominated Search spawning a trillion dollar industry ecosystem. But the emergence of Answer Engines like Bing and?Perplexity.ai?are spelling trouble for the entire search paradigm. Instead of a list of links to sort through, Answer Engines provide an expert response to your question, with reference links. Faster from ask to answer. (10,000 songs in your pocket—anyone?)

But it's not just the search engine industry that's at risk. AI’s foundational use cases are art and copy. (Does that ring a bell?) Generative tasks will soon be automated. But taste, good sense, and culture are human qualities. Foundation Models like GPT are non-determinate engines. You give it purpose with natural language instruction. Debate the right strategy, the AI gave us 5. Tweak the right look, the AI gave us 20. Tone the right copy. The Ai is testing thousands of combinations, we’ll let you know in the morning. That’s good because I’ve got a Zumba Revival class across town at 4:30. (Maybe this AI thing isn’t that bad after all?)

As the industry continues to offer access to increasing levels of targeted generative capability, it will give rise to new entrants in every industry. The AI researchers call it runaway acceleration, and it's easy to see why. The ability to replace complex existing infrastructure and fabricate new industries with small teams will be a game-changer. And if the last decade was about “software eating the world” (via Marc Andreesen) this decade or less will be about “AI eating software”.

Stalwarts be ware, those that are slow to adopt these technologies may not survive. (Hey Dad, what’s Blockbuster?) And OpenAI has proven this is a first mover market advantage.

My grandfather used to say, “may you live in interesting times.” That turns out to be both a blessing and a curse. Today, we have access to the history of human thought compressed, and available in the palm of our hand—a utility as fundamental to our future as electricity has been to our past. AI will allow each of us to do more - in less time - with greater efficiency - all by using our native tongue and natural ingenuity. Art will evolve. Music will evolve. Culture will evolve. Work will evolve—I’ll argue for the better.

I hear the European Union is testing 4 day work weeks. Anyone want to meet me in the Alps for après ski on Friday? ??

Source:?https://www.campaignlive.co.uk/article/sir-martin-sorrell-impact-ai-underplayed-a-danger-signal-holding-groups/1814193