
/why AI?/
Advertising is Transforming
AI is not coming for "my job' -- but instead advertising's business model.
If you’ve worked in advertising for more than five minutes, you’ve probably heard the warning: “AI is coming for our jobs.”
That’s not what’s happening.
AI isn’t here to replace the creative strategist, the storyteller, or the brand builder. It’s here to rewrite the entire business model of our industry. The agencies that understand this — and act on it — will lead the next era of marketing. The ones that don’t will be footnotes.

The Old Model Is Breaking
For decades, advertising has run on the same formula: billable hours, big retainers, and armies of people pushing projects across the finish line. Creativity was king, but it was often buried under the weight of manual work, endless reporting, and chasing placements in fragmented channels.
That model was built for a slower, more predictable market. It no longer works.
The AI Model
AI doesn’t just automate tasks — it reshapes the economics of advertising. It handles the data drudgery at machine speed, spots patterns humans miss, and makes real-time decisions that used to take weeks. It lets us target with surgical precision, personalize at scale, and measure impact instantly.
That doesn’t make the human element less important — it makes it more important. The thinking, the storytelling, the emotional resonance — those are the things AI can’t do. But it can give us the time, space, and insight to do them better than ever before.

Why We’re Making the Shift
We’re not chasing shiny tech for the sake of it. We’ve tested AI-driven personalization, predictive targeting, and generative concepting across live campaigns — and the results speak for themselves: higher engagement, faster turnaround, lower cost per acquisition.
More importantly, AI lets us focus on what we actually got into this business to do — creating work that moves people and grows brands — without getting bogged down in the mechanics.

The Future We See
We see an industry where:
Campaigns adapt in real time based on live audience behavior.
Creative isn’t a bottleneck — it’s a constant, rapid-fire cycle of ideas.
Agencies aren’t selling hours — they’re selling outcomes.
That’s the model we’re building toward. It’s faster. It’s smarter. And it’s more valuable — for us, for our clients, and for their customers.