Embracing the AI Revolution: A Blueprint for Ad Agencies

At MGH, we pride ourselves on constantly on top of new trends, technologies, and research to provide our clients with the most cutting-edge service. We like to think we’re early adopters of many new trends and tactics, like being one of the first agencies to offer social media services back in the 2000s or jumping into TikTok advertising early on to test and experiment.

So why should adopting AI be any different? The reason -- it’s a little scary. Will it replace our jobs, will clients take some work in-house, and most importantly, what are the legal implications?

While many around the agency have been tinkering with different forms of AI for our clients over the past few years, we haven’t yet fully embraced our new robot overlords, so we took part in a recent AI conference hosted by Mirren to learn what more, if anything, we could/should be doing for our clients.

(Note - we used ChatGPT as a starting point to generate the below content based on bullet points of key takeaways from MGH employees. Extensive revisions and editing took place, but we have found that AI writing tools provide a good starting point.)

In the agency world, there is a sense of apprehension around AI. The rise of these new tools has sparked fear, uncertainty, and doubt among industry professionals. But rather than shying away from this technological advancement, it’s time for advertising agencies to dive in headfirst. Embracing AI isn’t just an option—it’s a necessity for survival in an ever-evolving landscape.

The Power of Prompting: Shaping AI’s Potential

The heart of effective AI utilization lies in the art of prompting. How we interact with AI systems determines the quality of their output. ChatGPT said, “it’s akin to learning a new language—one that amplifies human ingenuity rather than replacing it.” It may be a stretch to compare it to learning a new language, but it’s clear that AI can’t fully operate without a human touch in the short-term. By mastering the nuances of prompting, agencies can harness the full potential of AI to drive innovation and creativity.

Navigating Legal Minefields: Red Flags and Considerations

Despite its promise, AI isn’t without its pitfalls. Agencies and their clients must navigate legal considerations, from copyrights and trademarks to confidentiality and accuracy. From privacy considerations to user consent, agencies must tread carefully. Addressing these issues head-on is crucial to building trust and maintaining credibility in the eyes of consumers and regulators alike.

One speaker at the conference answered a participant's question: “Do we and our clients own work generated from AI?” His response, “Our lawyers say no.” There are numerous articles that try and address what is owned by the client, the agency, the AI programs, etc., but the general answer is, “no one really knows who can own credit.”

AI as an Efficiency Tool: Enhancing Human Creativity

Contrary to popular belief, AI isn’t here to steal jobs—it’s here to assist them and make them more efficient (at least in the short-term). By accelerating workflows and streamlining processes, AI empowers agencies to deliver client requests more efficiently than ever before. This newfound efficiency frees up valuable time and resources, allowing human creativity to flourish and allow the focus to be on strategy.

Hands-On Learning and Collaboration: Embracing the Future Together

The best way to understand AI is through hands-on experience. By experimenting with AI tools and collaborating with peers, agencies can unlock new insights and possibilities. Whether it’s joining online communities or attending workshops, embracing AI is a collective effort that benefits us all.

Below is a sample of AI tools available for different needs but this list is changing constantly as more and more companies are coming out with their own platforms.

AI Tools shared during the Mirren Conference

Agency-Client Dynamics in the AI Era: Adapting to Change

As AI tools continue to evolve, so too must the relationships between agencies and their clients. From pricing models to privacy considerations, agencies must navigate new terrain with confidence and agility. Embracing AI isn’t just about adopting new technology—it’s about forging stronger, more dynamic partnerships. Making sure there is transparency in the work and communication for how and when it’s being used will be the most important things as we navigate these changes.

Embracing the Inevitable: The AI Train is Coming

The pace of AI evolution is rapid, and it’s important to start adapting now. Those who embrace AI will have an edge, while those who resist risk being left behind. By staying ahead of the curve and embracing the inevitable, agencies can future-proof their businesses and seize new opportunities for growth.

By embracing AI as a transformative force for good, advertising agencies can unlock new levels of creativity, efficiency, and effectiveness. It’s not about fearing the future—it’s about shaping it together, one innovative idea at a time. The AI revolution is here—and there’s no stopping it.