Nearly three-quarters (71 percent) of industry experts believe companies will rely on AI for creative content production by 2030, a new WPP report reveals.
This includes using AI for generating music, TV, movies, and art.
Advertising company WPP Media released its Advertising in 2030 report, highlighting “how industry experts see the future of media, commerce and technology taking shape.” The report is a follow-up on research the company began in 2020.
The updated study indicated a significant increase in confidence among professionals in using AI for creative purposes.
However, respondents predict that advertising, as opposed to something like film-making, is likely to rely on AI – indicating AI-use being good for high-volume, less complicated content.
AI is also expected to be deployed for things such as workflow efficiency and high-volume content production, the report outlined.
“With no doubt our life in advertising content creation will look very different in only five short years.” said Karen Nelson-Field, founder of AI-powered media measurement company Amplified Intelligence. “The rate of transformation in only two years since AI became accessible is astounding. Nothing will be the same across the entire advertising ecosystem in 2030.”
The Rise of AI Creators?
In response to the statement: most–over 50 percent–of users on social media platforms will be AI-generated. 61.3 percent of respondents see this as unlikely–and also hope it will not be the case
Respondents think this can be prevented by safeguards that online platforms have in place to limit AI creators.
“The technology may be there, but my guess is that humans remain what people want to see and interact with.” said Andrew Boone, managing director, Citizens. “Though CGI is increasingly mixed into media creation, blurring this line.”
Experts emphasise that, despite a rise in AI content creation, human input remains necessary. “The majority of a production might be augmented by AI, but the origination of a work will still be human.” the report stated.
‘AI2AI’ and Appealing to Chatbots
The report references a growing trend of brands needing to appeal to AI crawlers and agents online – this, the report says, will be the primary way brands connect with audiences in the future.
Industry experts foresee AI being further integrated into other advertising processes beyond creative production. More than half (66.1 percent) of experts see a likelihood of interactions between brands and customers happening between AI bots – dubbed “AI2AI” in the report.
“I think AI2AI will be the prime means of how brands and customers communicate to and with each other, which will make breaking through the algorithmic straight jacket even tougher for challenger brands.” Norm Johnston, SVP, Head of Global Advertising Strategy at News Corp said in the report.
