AI ASSISTANTS so much AI-generated content is starting to look interchangeable. They’ re willing to pay for strategic creative direction that stands out from the noise”.
He highlights that other brands want to automate 70 % to 80 % of the production work and use human creative talent for the finishing touches, such as casting, editing, brand nuance and campaign architecture.
On whether AI could make any core industry role completely obsolete, Tim is careful about predictions because“ they rarely age well”.
“ Advertising has been declared‘ dead’ multiple times in my career,” he says.“ What I do think is that specific tasks within roles are going to be automated aggressively. First-draft copy, initial creative concepting, media planning basics, reporting, transcription, tagging. The roles themselves are going to survive but evolve.”
124 September 2026