There was hardly a conversation, onstage or during the Town Halls, at last week’s fall Media Buying Summit in Phoenix that didn’t include some reference to generative AI and its pervasive impact on every corner of the media and marketing landscape.
Besides the very obvious impact on the search discipline — zero click search is a reality that’s gotten everyone scrambling to retrofit their online content to be recognized by LLMs — we heard agency folk tell of over reliance on the tools, and a face-value acceptance of information and data that in actuality requires human oversight to ensure accuracy. Then there’s the toll it’s taking by removing learning and training opportunities for entry-level talent as AI handles rote functions and menial tasks.
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