THE EMERGING CONTENT AT SCALE PLAYBOOK
With the relentless pace of AI innovation, the pipes for the future of agencies are being laid.
Accelerated Production & Dynamic Personalization
Generating content in hours vs. months
Example: Brandtech Group's Pencil unit created AI-generated films for Japan Airlines in under 15 hours through pairing data-platform integration with Google's Veo 2
Tech Investment
Agencies are developing proprietary platforms and hiring CTOs
Example: PMG's AI-powered "Alli" platform; Publicis invested $320 million in CoreAI in 2024
Workflow Automation
AI agents are managing end-to-end campaign processes
Master AI agents can be prompted with campaign objectives to establish plans and coordinate with other specialized AI agents
Data Strategy Evolution
Integrating structured media data with unstructured creative data
Emphasizing proprietary data streams and sources