It’s time for the advertising profession to rebrand itself—before AI does it for us

As Advertising Week kicks off in New York, the impact of artificial intelligence on the advertising profession will be the major topic of discussion. But what are we discussing? A new technology, a new player—or the fall of the industry? As we brace for the real short- and long-term effects of AI, marketers should be mindful that we have been so focused on assisting clients with their brand reputations that, by continuing to call our profession “advertising,” we have neglected to evolve our own industry brand. As marketers, we have always helped brands identify who they are and what they stand for. The time has come for us to turn the mirror on ourselves and overhaul our own brand identity—well beyond advertising—before the constantly evolving world of AI forces our hand and delivers what could be a knockout punch to the $300 billion marketing industry. Losing our swagger, bravery and vision The word “advertising” is too limiting. Smart marketers know it’s only one part of a constantly changing mix that now includes AI, influencer, digital, social and content marketing—and these are just the tip of the marketing iceberg. The solution goes well beyond changing the name. The industry has lost its swagger, its creative bravery and its long-term vision. We’re so busy catering to the whims of clients that we’re not seeing the innovation wave before it crests. And once it does, we’re not grabbing our surfboards quickly enough to ride it. Check out the latest Ad Age events and award programs AI is a once-in-a-generation wave that has more potential than any innovation in recent history. We can either let it crash over our brands or we can use it to better our jobs, our work and our companies. I know I’m being overcritical and making some broad generalizations. And yes, I left the CMO tightrope of corporate America last year, so it’s so easy for me to play Monday-morning quarterback and speak out without having to worry about my corporate wings being clipped. Still, I say these things not to spite the industry, but because I love the industry. I’m speaking out because I know exactly where I was on November 30, 2022, as ChatGPT launched. When I saw it, my jaw dropped. Caught with my AI blinders on, I was already well behind the eight ball. I was embarrassed. Still am. How could a marketer who makes a living looking around corners miss the biggest revolutionary “corner” the industry has faced? I’m human … sometimes we stumble. But the very next day my team and I really dug into the AI landscape. Ultimately, we decided to pivot and not just accept the current off-the-shelf AI offerings of the “Big 6” (Microsoft, Google, OpenAI, Anthropic, Meta and Amazon), but to double down and develop our own marketing-specific AI tool. It’s been a brutal, humbling, yet inspiring 320-day development journey. That’s my path to AI evolution, but as a broader industry, we need to fundamentally overhaul the advertising brand, starting with the countless advertising-named publications and associations, some dating back to the early 1900s—while not losing their brand equity. Let’s all celebrate next year, in what would be the 20th anniversary of Advertising Week, by not having “Advertising” Week. Following that, let’s take a 360-degree look at the marketing industry and brand to explore our industry’s agility and ability to change and predict what’s next. Only after we do both will we realize that AI is not hype. While there are glaring legal and ethical issues that need to be addressed, AI should not be grouped with NFTs or 3D-TV in a “this too shall pass category.” The AI genie is well out of the bottle and has been for nearly a year now. It is not a wolf in sheep’s clothing, but rather a tech-enabled calvary that could help rescue the industry from its creative malaise. Marketing was once the centerpiece of what New York represented to the world. Now, the industry is at a crucial inflection point. As industry leaders, we need to get together soon and figure out the most relevant and impactful solutions to the larger branding and tech-readiness issues. In “History Has Its Eyes on You” from Broadway’s “Hamilton,” George Washington recounts his first battle experience and explains that no matter how many battles you win or lose, you cannot alter your reputation in the eyes of others. You are always watched and recorded by history itself. But you have a choice. You can either be history or make history—and I recommend the latter. Marketing is about the reputation business. Because of AI, history has its eyes on the marketing industry right now. Let’s make sure we do what we can to mold our future—the way we will be perceived. It will be worth the wait. Ad Age A-List & Creativity Awards Final deadline approaching for annual program Enter here

It’s time for the advertising profession to rebrand itself—before AI does it for us

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