The “rubber has hit the road” with agencies making use of AI, according to UM global brand president Susan Kingston-Brown, and clients now expect them to “make full use of the AI that’s available”.
But she warned in an interview with The Media Leader that using AI risks not only incentivising a “race to the mean” but also requires retraining across the entire business.
“Everyone has access to the same algorithms, the same tools,” Kingston-Brown said. “The danger is, if we’re over-reliant on AI, all of the work, all of the solutions, all of the answers become the same, because we’re all working with the same technology.”
See Susan’s full interview in The Media Leader.