Innovation in the advertising industry has traditionally focused on flashy consumer-facing campaigns and cutting-edge storytelling. But recently, it's been the AI-driven innovations in infrastructure and internal processes—the stuff that nobody sees—that have been most transformative.
Generative AI augments not only creative ideas but also how these ideas are brought to life. It’s introducing a new wave of digital transformation for our business or, as David Droga noted in his keynote at this year's Cannes Lions International Festival of Creativity, a potential way to streamline the “messy middle” of our processes.
As agencies grapple with the AI evolution, the lines between advertising, innovation and infrastructure are blurring. And that’s worth noting because infrastructure has never been a focus for creative agencies. But generative AI is now fueling a wave of infrastructure innovation, and to stay competitive creative agencies must start paying attention to how it fundamentally alters internal processes.