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Insider Intelligence says AI could replace agencies
Knew it was coming, but this is the first time I’ve seen this school of thought written out in an article. Interested to hear everyone’s perspective on this. It seems like we are years and years away from this even being a possibility, but who knows.
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1 Reply
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If a company thinks a Google Ads AI is going to have their best interest in mind – they should start filling for bankruptcy now. I see potential with a 3rd party AI on digital marketing platforms – but the problem is feeding it data & corporate initiatives not being logical many times. Example: Shit data in, shit data out. What and who are training these AIs to run accounts? Gonna make a big disparity in feelable impact. Secondly, I have several clients that purposely take efficiency hits to achieve a “side goal” that isn’t really revenue or KPI producing. What bridges the gap between the AI using logic to hit a goal and clinets wanting, essentially, off-platform & ethereal accomplishments?
NOW – If corporate America continues it’s trend of rewarding incompetence – yeah – Agencies be dead.
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Wait wasn’t the self driving car supposed to be dominating new car sales and be everywhere by know. How’s that going?
Marketing agencies will always be around; good ones. Everyone who owns a laptop seems to think they can start an agency these days so I personally HOPE there is a major reduction in say the pretenders who in some ways are giving real SME’s a bad name. Do you think there will be plumbers and electricians a century from now? If you analyzed the success rate on broad stroke predictions it would be like Shaq at the free throw line when he played.
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One of the higher ups in my dept has mentioned how they used ChatGPT to solve a few coding issues in our dashboard. Nothing that would threaten my job directly, but i felt insecure very fast just knowing they have turned to the free AI product already.
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Agencies probably won’t disappear, but the number of companies hiring agencies will almost certainly decrease. Less demand for agencies, means fewer agency jobs/positions means fewer agencies. That’s pretty inevitable.
Large companies will probably still contract a lot of their marketing work out, this means that large agencies that serve those clients won’t have any problems. If anything, they’ll increase their fees, since there will be less competition.
But also, marketing as a field will become more “hollistic”, as in, just being a Google Ads or Meta Ads expert won’t cut it anymore. You need to understand the entire ecosystem, and become a “true” well-rounded marketer. It’s not about using a specific tool anymore, it’s about knowing how to market a product. How to reach your audience, and obtain the best ROI.
As a marketer today, you have to consider that your job market will become far more competitive. Those among us who can only use specific platforms (e.g. Google ads experts) will probably find it very hard to find work in the next few years.
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Not going to happen for a while if at all, Googles AI in their ads platform is, decent, no where near ready to take over. If anything it’s still not as efficient as a person, main reasons:
1) their AI doesn’t understand intent of a search, easiest example is someone looking for a pressure washer, and pressure washing service.
2) their AI matches competitors and competitor phone numbers to a keyword like (roofing companies near me) almost like it thinks the advertiser is making the search.
3) their auto bidding is OK, can it do better than a person? Sure, is it always better? No, Google spouts how much data it uses to learn and optimize, I’ve found so many flaws and wasted spend. Having it take 2 weeks to learn after changing bidding strategies proves it isn’t as smart as they claim. I don’t think it reviews data past 90 days within it’s current strategy, changing strategies seems to reset everything (per support conversation) I’ve seen it under bid on a keyword that crushed the same month prior year. I’ve also seen it spend the same amount on a day even though that day historically only had 1 conversions and the others had dozens.
4)Their own recommendations don’t even follow their own rules, I’ve had it recommend adding phone numbers into the headlines.
5) Even the ad copy in RSAs looks horrendous and read terribly, they somehow get clicks and convert which is even more confusing, but we already knew most people browsing skim ad copy and barely read ads anyway, just find their keyword and click.This isn’t always the case and it has worked well for a lot of things, but it’s best as an assistant than it is taking the reigns.
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