How is AI impacting relationships between brands and agencies?
According to WFA figures, 80% of brands are concerned about how their creative and media agency partners are using generative AI and 58% are expecting to pay less for their agencies where AI is deployed.
Brands are no longer shying away from using AI. Just last week, Coca-Cola released an AI-generated version of its long-running ‘Holidays Are Coming’ Christmas campaign, while O2 told Marketing Week about its AI granny designed to combat scam callers by keeping them on the phone for as long as possible.
Indeed, almost two-thirds (63%) of brands are already using generative AI in their marketing, up from 45% last year, according to figures from the World Federation of Advertisers (WFA).
However, the report finds most brands (80%) are concerned about how their creative and media agency partners are using generative AI, and that both brands and agencies are still grappling with the ethics around it.
