The short version

Ari Paparo predicted on March 18, 2024: “AI is a lever that will enable fewer humans to do tasks for clients with more efficiency and effectiveness. But some tasks will also be automated out of existence.” ... “Candidates for tasks that are subject to complete automation are those that are data rich and repetitive, such as media optimization and attribution.”…

Prediction by

Ari Paparo

On March 18, 2024

“AI is a lever that will enable fewer humans to do tasks for clients with more efficiency and effectiveness. But some tasks will also be automated out of existence.” ... “Candidates for tasks that are subject to complete automation are those that are data rich and repetitive, such as media optimization and attribution.” ... “It seems like a solid bet that agencies will be much smaller than they are today, and that some of their lower value-add activities will be eliminated, automated, or in-housed.” ... “Strategy and creative will remain the domain of humans, for some time. This is probably the 5% that even Sam Altman thinks will continue.””

Follow-up

Automation of data-rich and repetitive tasks (like media optimization and attribution) is clearly underway. Agencies are shifting away from low-value tasks. Agencies are not yet 'much smaller,' but there is pressure on headcount and fees. Human-led creative is still central. Overall, the trajectory supports Paparo's directional prediction, but the full scale and timing are still evolving due to the long-term nature of the prediction.

From the High Caliber AI network — see the AI for PR module in the course.