A recent study conducted by Omnicom Media Group’s PHD Worldwide and WARC investigates how AI is impacting marketing and agency work, revealing an interesting paradox: as knowledge about AI increases, the belief in its potential to replace human roles diminishes.
The survey, involving 700 executives across 10 countries, including major markets like the U.S., U.K., and China, aimed to explore their plans for integrating AI into their operations by the end of the decade.
This research is part of a broader initiative by PHD to advance learning and experimentation in generative AI, with a focus on making these insights accessible not only to Omnicom clients but also to the public.
To support this goal, PHD is launching Ascension, an AI-assisted generative publishing platform. Despite the significant investment required, global CEO Guy Marks emphasizes that the platform’s purpose is to guide the industry and clients in adapting to the evolving landscape of AI.
Marks explains that Ascension will have dual objectives: guiding the industry’s understanding of AI’s trajectory and providing practical steps for immediate implementation. The platform aims to prepare both internal teams and clients for leveraging AI’s benefits effectively in the short term, while also shaping the strategic narrative around AI’s future impact.
Holden likens the emergence of generative AI to a transformative moment in the industry, akin to a “Cambrian explosion.” He argues that agencies have a duty to educate and inform their clients about AI developments, or risk losing relevance. This approach reflects a broader commitment to keeping pace with rapid technological changes and ensuring that clients remain informed and prepared.
The study outlines three distinct eras of AI evolution in marketing. The first, the AI Experimentation Era (2024-2026), will see the initial use of AI models and pilot projects. The second, the AI Acceleration Era (2026-2028), will involve deeper integration of AI into marketing practices, focusing on enhancing efficiency.
The final phase, the AI Elevation Era (2028-2030), will emphasize advanced AI systems capable of making sophisticated decisions and fostering new marketing innovations.
Despite the enthusiasm for AI, the study highlights a gap between the desire for AI adoption and its actual implementation. While 35% of marketers advocate for high AI use, only 27% are utilizing it to that extent.
Moreover, a significant discrepancy exists between perceived and actual knowledge of generative AI, with advanced knowledge correlating with a greater recognition of the need for human roles alongside AI.
MMA Global’s Greg Stuart suggests that the ability to navigate these changes will distinguish successful marketers from those left behind, underscoring the urgency of early and informed AI adoption.
