Agencies Are Done Only Dabbling in AI. Now Comes the Hard Part.

Agencies are racing to keep pace with the rapid evolution of generative AI, while also helping their clients do the same.

At Advertising Week New York on Wednesday, senior leaders from WPP and Assembly Global described how AI is transforming everything from workflows and media planning to creative development and team structure, ushering in what one panelist called “the most transformative technology of our lifetime.”

The session, dubbed “How Agencies Can Thrive in the Age of Generative AI,” featured Elav Horwitz, executive vice president, global head of strategic partnerships and AI solutions at WPP, and Kate Nible, vice president, client experience at Assembly Global, in conversation with Bianca Bradford, director, head of agency, North America at Meta.

To start, panelists shared thei