Will GenAI Help or Hurt Ad Agencies?

Will GenAI Help or Hurt Ad Agencies?

As Generative AI continues to accelerate, some agencies will be better positioned than others to reap the benefits. Our Europe Media & Entertainment analyst, Laura Metayer, explains.


----- Transcript -----


Welcome to Thoughts on the Market. I’m Laura Metayer, from the Morgan Stanley Europe Media & Entertainment team. Along with my colleagues bringing you a variety of perspectives, today I’ll discuss what the future may hold for advertising agencies amid fast-paced Generative AI developments.

It’s Wednesday, July 31, at 2 PM in London.

Right now we’re still in the early stages of GenAI’s impact on ad agency offerings; although the debate around technology removing the need for ad agencies is not new.

Soon after the release of ChatGPT in early 2023, my colleagues in North America started mapping out the potential impact of GenAI on the ad agencies. They concluded that GenAI should represent an opportunity for the ad agencies, at least near-term. First, Gen AI would lead to productivity improvements from automatable tasks in creative, media, digital transformation consulting and central functions like HR and Finance. Second, GenAI would boost client demand for advice from agencies to help navigate the coming evolution in digital advertising.

Fast-forward to now and the impact of GenAI on the ad agencies has become an active investor debate, with concerns centering around the Creative business. Many eyes are on the Gen AI-powered text to image/video tools, which could disrupt the ad agencies' Creative & Production business. We this has weighed on agency stock prices recently.

Essentially, the bear case has been – and is – that technology would devalue agencies’ offerings and agency clients may rely more on tech platforms and in-house services. That bear case – twenty years into online advertising – has not played out. We think that in these early days of AI’s impact on marketing, there may be more upside to agency equities than risk over the next 12 to 18 months.

On the one hand, the introduction of Gen AI tools may mean reduced pricing power and challenged top-line growth. At the same time, replacing creative personnel with software may increase earnings power, even with less revenue. We think it's likely that a key value-add of the ad agencies' Creative business would be campaign personalization at scale, powered by data and technology.

Looking back, technology has been commoditizing certain areas of creative and production for years, well ahead of AI; and yet creativity and creative services remain core value propositions by agencies to brands. Overall, there is as much – if not more – opportunity than risk for ad agencies over time.

So let me leave you with two key takeaways:

First, we see the larger ad agencies as better positioned to remain relevant to customers in the GenAI era. However, we would caution that their large scale may also lower their ability to adapt quickly to evolving customer requirements when it comes to GenAI.

Second, we expect GenAI to drive more consolidation in the industry. We think it’s likely that some of the large ad agencies take market share from other large ad agencies.

As these trends play out over time, we’ll continue to keep you updated.

Thanks for listening. If you enjoy the show, please leave us a review wherever you listen and share Thoughts on the Market with a friend or colleague today.

Jaksot(1506)

Michael Zezas: What’s Next on U.S.-China Trade?

Michael Zezas: What’s Next on U.S.-China Trade?

On today's episode, As a Phase One trade deal nears completion, can investors worry less about the risks of tariff escalations? Not so fast, says head of U.S. public policy Michael Zezas.

8 Tammi 20201min

Mike Wilson: Weighing Fed Intervention, Geopolitics

Mike Wilson: Weighing Fed Intervention, Geopolitics

On today's episode, As 2020 begins, central bank moves and reawakened geopolitical risk promise to be key market catalysts. Chief Investment Officer Mike Wilson details the potential impact on portfolios.

7 Tammi 20203min

Andrew Sheets: A New Chapter for the United Kingdom

Andrew Sheets: A New Chapter for the United Kingdom

On today's episode, For three and a half years, Brexit has been a source of uncertainty for the United Kingdom and its markets. Now, with some business uncertainty reduced, a new narrative may be emerging.

3 Tammi 20203min

Mike Wilson: 2020 and the Return to Reflation

Mike Wilson: 2020 and the Return to Reflation

On today's episode, why escalating labor costs, deglobalization and central bank policies may mean positioning portfolios toward stocks that benefit from rising inflation.

23 Joulu 20194min

Andrew Sheets: 3 Lessons from 2019… for 2020

Andrew Sheets: 3 Lessons from 2019… for 2020

On today's episode, What important factors from 2019 could give investors context on the investing climate ahead? Consider valuations, policy and inflation.

20 Joulu 20193min

Michael Zezas: Markets Mull the “Phase One” Deal

Michael Zezas: Markets Mull the “Phase One” Deal

On today's episode, What will the U.S-China “Phase One” trade deal mean for the global economy, corporate confidence and markets? Head of U.S. Public Policy Michael Zezas weighs in.

18 Joulu 20192min

Mike Wilson: A Trifecta of Positive Catalysts

Mike Wilson: A Trifecta of Positive Catalysts

On today's episode, A dovish Fed, progress on trade and a path toward a potentially orderly Brexit are driving global equities higher but how much of the global recovery is already priced?

16 Joulu 20193min

Andrew Sheets: 2020 Playbook: Analyzing the Bull Case

Andrew Sheets: 2020 Playbook: Analyzing the Bull Case

In this special two part bull/bear series, Chief Cross-Asset Strategist Andrew Sheets shares insight on the catalysts that could drive strong market returns in 2020.

13 Joulu 20192min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
psykopodiaa-podcast
rss-rahapodi
rss-lahtijat
ostan-asuntoja-podcast
hyva-paha-johtaminen
rss-rahamania
leadcast
lakicast
rss-seuraava-potilas
rss-neuvottelija-sami-miettinen
oppimisen-psykologia
kasvun-kipuja
rss-uppoava-vn-laiva
rss-karon-grilli
rss-myynnin-myllerryksessa
rss-yritys-ja-erehdys
inderespodi
rss-markkinointiradio