‘Is it even worth it?’: Confessions of an agency exec on client challenges with generative AI peak

It could be said that the industry is in the midst of the AI marketing revolution, in which the promise of generative AI is to make marketing more efficient than ever. As more platforms become embedded with AI, like Google’s search function or Firefly in Adobe, tools have flooded the marketplace, tasking agencies to test and learn before incorporating those tools into their toolbelt for client work.

Back in May, Facebook and Instagram specifically rolled out “Made with AI” labels, alerting users that generative AI may have been used in a piece of content. That label has since been updated to read “AI info.” Essentially, when a user shares content that has been either created or altered using AI, the label appears on that Facebook or Instagram post so that other users on social are aware that an AI tool was used to either generate or make changes to that content. For example, a song created using AI-generated vocals would be labeled with the “AI info” tag. While meant to inform users, one agency exec said it’s caused apprehension with clients who don’t necessarily want their social posts labeled as such. Meaning, the tools that were supposed to make marketers’ jobs more efficient may have created cogs in the machine.

This conversation has been lightly edited and condensed for clarity.

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