In last week’s Agency Brief, you learned you were all burned out. But no worries: You’re being automated out of a job anyway.
That’s one potential takeaway of a new report of 2020 predictions—not penned by Marcel, but the respected analyst group Forrester. Under the headline “upgrade or fade,” Forrester analyst Jay Pattisall writes: “As the industry pursues seamless operations and more commercial impact, we expect agencies to finally disassemble what remains of their outmoded model and reassemble centralized structures and new capabilities strengthened by scaled data, technology, and creativity.” Specifically, Pattisall finds that by 2030, artificial intelligence and automation will “transform” 80 percent of industry jobs and that the shift will begin next year.
That sure sounds a lot like unemployment, but Forrester says not to fret. "Our research shows that 80 percent of all jobs will be impacted (transformed) by the inclusion of automation by 2030," says a spokeswoman. "Automation will enhance the agency workforce, not replace it. We’re very much advocating for humans + machines."
So what's exactly being transformed? “Expect creative leaders of global creative agencies to drop the data dissonance and incorporate data-driven, tech-fueled approaches and platforms into the creative process and toolkit,” writes Pattisall, noting that ad tech will pick up a lot of the creative slack. Among his other predictions: Media holding companies will centralize operations and 66 percent of in-house agencies at marketers will control “substantial portions” of their paid media budget.
And you thought Halloween was scary.
There is one bright spot: Forrester finds independents are in good shape. “Expect progressive independents and midsize agencies to leverage in-house production capabilities, networks of creators, and dynamic creative engines to begin building the capacity to develop hundreds of assets that yield thousands of dynamically built creative iterations,” the report says.