Will agencies lose out to AI solutions at media platforms?

The Campaign Podcast discusses how agencies are being affected by the increasing AI capabilities of media platforms and whether their role is under threat.

Media companies including Meta, TikTok, X, Spotify, Pinterest and others have been advancing their AI capabilities to improve the process of creating and serving ads on their platforms. So where does this leave media and creative agencies?

Meta has gone so far as to call itself a “one-stop shop” for advertisers, aiming to fully automate advertising, including the creation and targeting of ads, by the end of the year. After this was reported, Meta’s stock price went up, while those of Publicis, Omnicom, IPG and WPP all took a dip. Chief executive Mark Zuckerberg said: “Over the long term, advertisers will basically just be able to tell us a business objective and a budget, and we’re going to go do the rest for them.”

In this episode of The Campaign Podcast, Campaign's editorial team discusses the threat posed by media platforms’ advancement of AI and how agencies are adapting to maintain their role in the advertising process.

Hosted by Campaign's tech editor, Lucy Shelley, the episode features deputy media editor Shauna Lewis and UK editor Maisie McCabe.