Looking Ahead: Predictions for the Next 3–5 Years
AI is going to improve. There’s no doubt it will continue getting better as developers strive to make it more human-like and less robotic. In just two years, AI-written copy has gotten more readable (though still not comparable to a person with pen and paper), proving that creativity can be manufactured, albeit only to a point.
But AI will also continue to face limitations, and that will prevent it from wholly automating media buying. Here is how we see the next few years unfolding.
AI As Co-Pilot, Not Driver
Co-pilots can do a lot of wonderful things. They can prepare for a trip, read maps and suggest better routes, but ultimately they don’t set the direction or take the wheel. Media buyers will remain the drivers in this relationship, making the key decisions and seeing the big picture.
Rise of Transparency Tools and Demand For Explainable AI in Adtech
Don’t discount the inevitability of an AI backlash. It’s already begun in some places, and the demand for transparency is expected to increase. After all, clients paying the big bucks want to know someone is in charge of their strategy; otherwise, they could automate it themselves.
Continued Importance of Human Creativity, Storytelling and Brand Strategy
Real human emotion can’t be mass-produced. Manipulation only carries you so far. To truly connect, which brands must do to thrive, they need that human touch to resonate with consumers. People can differentiate between organic and inorganic content, and storytelling that works keeps them engaged by using the former. That will never change.
The Perfect Balance
AI is revolutionizing digital advertising, but media buyers aren’t obsolete — they’re simply evolving.
At DASH TWO, we’re embracing automation but also investing in the human skill sets that make campaigns meaningful and effective. It’s the only smart way to move forward. Reach out if you want to see how the human touch makes a difference for your next campaign.
