After years of being apart, adland could be on the verge of bringing media and creative back together again.

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Adam Morton
Chief product officer, UM
The synergy between creative and media is paramount, and AI can deepen that connection by enhancing collaboration and driving further efficiencies. However, while AI will undoubtedly continue to fuel transformation in our industry, whether it will be the catalyst for a full-service renaissance is less certain.

Placing AI exclusively at the forefront risks sacrificing diversity and nuance. There is a danger that it leads to homogeneity, a convergence to the mean, indistinguishable agencies and brands. Preserving and balancing humanity and individuality is imperative if we are to create distinction, differentiation and maintain high ethical standards.

Read more in Campaign.