The rise of AI is sparking new discussions across the advertising industry, raising questions about how campaigns are created and how consumers make decisions. In a recent Advertising Week article, our Managing Director, Sammy Mansoupour, examines the “AI doomsday scenario” and its potential implications for brands.

Sammy explores concerns that AI could reshape both production and consumer behaviour, but he emphasises that human oversight remains essential. As he notes, “Agencies may need fewer executors, but the human brain will remain the most valuable asset in a creative business, even if it is no longer the largest cost base.”

The article also highlights how agency structures may evolve with AI adoption. While AI can scale output and automate routine tasks, creative and strategic thinking will become increasingly rare and important. Sammy points out that even as production becomes industrialised, “The emotional drivers behind why people buy – identity, aspiration, trust and taste – will remain stubbornly human.”

Finally, the piece addresses brand loyalty and the limits of AI in decision-making. Even if algorithms handle routine purchasing, human emotion and cultural insight will continue to drive advertising strategy, ensuring that human judgment remains central to creating meaningful connections with consumers.

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