How artificial intelligence disrupts the advertising industry

CNBC’s industrial leader told CNBC that artificial intelligence shakes advertising and “worrying” investors.

“I think this is the disorder of artificial intelligence … investors in every industry, and it completely disrupts our business,” WPPI told Karen Tsu of CNBC on Tuesday.

The ads market is exposed to the threat of emerging artificial intelligence tools that can be used to collect parts of content at a rapid pace. The past two years have seen a number of artificial intelligence generators, including Openai’s Dall-E, Google’s Veo and Midjourney.

In his first interview since he announced that he will step down as a WPP coach, Read said that artificial intelligence “will take a revolution completely in our work.”

“Artificial intelligence will allow all experience in the world to everyone at a very low cost,” he said at the Technology Week in London. “The best lawyer, the best psychiatrist, the best radiologist, the best accountant, and indeed, the best advertising designs and marketing personnel often will be Amnesty International, as you know, driven by artificial intelligence.”

Read said that 50,000 WPP employees are now using WPP Open, the marketing platform of the company’s artificial intelligence.

“This, I think, is a legacy in many ways,” he added.

A reading indicated that the structural pressure on the creative parts of the advertising works leading the unification of the industry, adding that companies will need to “embrace” the way in which artificial intelligence will affect everything from creating summaries and media plans to improve campaigns.

A Report from Forster It showed in June last year that more than 60 % of American advertising agencies are already used from the Improvised IQ, where 31 % said it was exploring the use of technology.

Reading is not alone in this opinion. The announcement passes with a “huge transformation” due to the sabotage of Amnesty International, the French advertising giant Publicis’s collection CEO Maurice Levy told CNBC at the Viva Tech conference in Paris.

He pointed out that AI’s photo tools and video generation are largely accelerating the production of content, while automatic messaging systems can now achieve “unprecedented allocation.”

However, Publicis President stressed that artificial intelligence should be considered only a tool that people can use to increase their lives.

“We should not believe that artificial intelligence is more than a tool,” he added.

Although artificial intelligence is likely to affect some functions, Levy eventually believes that it will create more roles than destroy.

“Will artificial intelligence replace me, and will artificial intelligence kill some functions? I think artificial intelligence, yes, will destroy some jobs.” However, he added that “most importantly, artificial intelligence will turn functions and create more jobs. Therefore, a clear balance may be positive.”

This, he says, will be in line with the effects of employment for previous technological inventions such as the Internet and smartphones.

“There will be more independent work,” Levy added.

However, Nicole Denman Green, an analyst at Gartner, warns cautious brands against causing a negative reaction from consumers who are skeptical of the impact of artificial intelligence on human creativity.

According to the Gartner survey in September, 82 % of consumers said that companies that use artificial intelligence should give priority to maintaining human functions, even if that means decrease in profits.

“The axis of what artificial intelligence can do for what you should do in the advertisement,” Green told CNBC.

“What you should do is help in creating leading visions, unique implementation to reach various and specialized fans, pushing the boundaries on what is” marketing “and providing more distinguished, useful and relevant experiences, including providing a promise of an excessive personality.”