Agencies find AI overuse is leading to brief bloat
Digiday ·
Agencies and marketers now frequently use AI tools to create media and creative briefs. But the practice could be a canary in the coalmine for AI overuse in advertising.
The advertising world rushed to embrace generative AI. But now that agencies and advertisers have come to rely on the tech to keep up, they’re finding themselves vulnerable to its toxic byproducts.
In particular, agency leaders are finding the over-use of AI tools to write advertising briefs risks undermining the productivity and the day-to-day sanity of marketing staffers.
According to M&C Saatchi’s North American CEO, Nadja Bellan-White, over-reliance on AI for brief writing is approaching “a tipping point… It’s a little bit ridiculous.” Speaking during last week’s Digiday Media Buying Summit, she estimated that 85% of the briefs sent to the agency by clients were written using AI tools.
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