Suzanne Vranica

We used to have storyboards.

Now you can get AI to basically create an ad that

It's not going to run on air.

but it's something that you can present to a client or you can get a feel for and you can tweak it and then really film it.

It's not going to run on air, but it's something that you can present to a client or you can get a feel for and you can tweak it and then really film it.

So it's that underbelly that it's playing right now, but this technology is improving so quickly.

So it's that underbelly that it's playing right now, but this technology is improving so quickly.

There are companies like Mondelez and others that have spent the last two years feeding these bots all of their old advertising, all of their brand books and positioning so that these things get smarter.

There are companies like Mondelez and others that have spent the last two years feeding these bots all of their old advertising, all of their –

brand books and positioning so that these things get smarter and those are the companies, when they decide to turn it on and say, go create an ad, you're not going to be able to tell the difference between what's now called AI slop and what looks like a perfectly created spot.

And those are the companies, when they decide to turn it on and say, go create an ad,

You're not going to be able to tell the difference between what's now called AI slop and what looks like a perfectly created spot.

We're a little bit away from that at this point, but we're going to get there.

We're a little bit away from that at this point, but we're going to get there.

I think we're already seeing the fallout.

We're seeing a massive consolidation at the holding company level, the companies that own all these agencies.

I think we're already seeing the fallout.

We're seeing a massive consolidation at the holding company level.

They're contracting at a rapid clip.

The companies that own all these agencies, they're contracting at a rapid clip.