Are Australian advertising agencies under threat or experiencing a new wave of opportunities in the race to build AI superpowers?
‘AI: Winners & Losers in Adland’ will unpack the hype from reality with a deep dive into the end-to-end implications of artificial intelligence on agencies.
The half-day conference has been rigorously curated by AdNews to remove the ‘fluff’ and drill down on the impact to fees, procurement, jobs, workflows and client deliverables.
The event will be staged the at the prestigious Eveleigh in Sydney on June 26. Register here to secure your spot.
AdNews publisher Assia Benmedjdoub said the agenda has been assembled in direct response to industry feedback.
“Conversations around artificial intelligence in adland have been simplified to topline observations on generative AI and automation. But what is the actual impact on the bottom line, client work and jobs? It’s time to talk.”
The event will include a series of panels, debates and panel discussions tackling the impact to group and independent advertising agencies and flow-on effect to publishers and suppliers.
A preview of the sessions is outlined below.
WORKFORCE FORECAST: Is your job or agency on the cutting block?
Forrester principal analyst Xiaofeng Wang
The increased presence of automation and generative AI as part of agency workflows and marketing deliverables is transforming the labour market. Forrester predicts that by 2030, nearly one-third of ad agency jobs will be at risk of automation with 7.5% of roles already lost to AI. Using a unique forecasting methodology for advertising agencies and related services, this presentation will provide Australian advertising professionals with detailed insights from the international frontline to inform their decision-making today.
AI + AGENCY FEES: A race to the bottom?
TrinityP3 managing director Darren Woolley
While much of industry discussion around AI has been focused on opportunities and impact on employment, one area that has been overlooked is its potential to upend fee structures. Considering agencies have relied on a cost-based model based on resource hours, overhead and profit margins, the rise of AI automation and generative AI may have a significant impact on rates. This session will unpack how AI will change how agencies are paid for their services – and the flow on effect to pitch cycles.
AGENCY PANEL: Inside the investment engine room
Group M ANZ CEO Aimee Buchanan, OMD Australia CEO Peter Horgan, UM CEO Anathea Ruys
Global network agencies are pouring hundreds of millions of dollars each year into AI, technology and automation investment. With 90% of media and over half of creative processes tipped to be touched by AI in 2032, agencies are directly shaping the future through a proprietary strategy. This panel will delve into where R&D dollars are being funneled now, where efficiencies are being delivered and how the structure, roles and responsibilities of agencies and professionals will change over the next 2-5 years.
CASE STUDY: The CMO and The Agency
Woolworths MarketPlus CMO Ryan Gracie and RyvalMedia head of product and innovation Jonathan Henshaw
Examining the successes and limitations of AI-led implementations, this joint presentation between an agency leader and CMO unpacks the conference with real-world analysis, insights and case studies. Where can artificial intelligence assist in hitting marketing deliverables and what processes or applications should be avoided? This session highlights the potential for AI to drive growth and capabilities while also illuminating areas where strategic planning, caution and human-led thinking are essential for effective marketing.
AdNews would like to thank supporting sponsors Mamamia, Blis and Ryval Media, alongside associate sponsor Quantcast and Friend Of AdNews IMAA.
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