How Traditional Firms in Digital Advertising Can Combat the Disruptiveness of AI
In the ever-evolving world of digital advertising (DA), artificial intelligence (AI) has emerged as both a disruptor and a game-changer. Traditional advertising firms face increasing pressure to adopt AI-driven technologies—from automating ad placements to optimizing campaigns with machine learning. While AI creates operational efficiencies, it also poses challenges for firms steeped in creativity and personal client service.
The reality is that AI is here to stay. Rather than viewing it as a threat, traditional firms have an opportunity to harness AI as a powerful tool that complements their strengths. Here’s how they can combat AI’s disruptiveness and maintain a competitive edge in the digital advertising space.
Leverage the Power of Human Creativity
AI excels at automating processes, but it lacks human creativity and emotional intelligence. While machine learning algorithms can generate data-driven ads, they struggle to produce campaigns that resonate on a deeply emotional level. Traditional firms, with their rich history of storytelling and creativity, have an advantage in this area.
Think of some of the most memorable campaigns—Nike’s Just Do It, Coca-Cola’s Share a Coke—all of these evoke strong emotional connections. AI may be able to predict trends or optimize placements, but it can’t replicate the nuance that comes from human insight and experience.
“The heart of marketing is still in human creativity. AI can optimize, but it cannot imagine.” — Matthew Bertram, Lead Digital Strategist, EWR Digital
Traditional firms should focus on enhancing their creative strategies and leveraging the unique power of human storytelling. By staying true to their roots, these firms can offer something AI can’t: deep, meaningful connections with customers, or can it?
Embrace AI-Driven Tools for Efficiency
While creativity remains paramount, traditional firms should embrace AI-driven tools to improve operational efficiency. From predictive analytics to programmatic ad buying, AI can streamline processes, freeing up creative teams to focus on strategy and innovation.
AI-driven tools like Google’s Smart Bidding, for example, use machine learning to optimize bids and maximize conversions. Companies that adopt these tools can improve their results while reducing manual effort.
A 2022 report by Gartner shows that 80% of companies using AI for digital marketing see improved efficiencies in their campaigns . By embracing AI in digital advertising to automate routine tasks such as bid management, ad placement, and even audience segmentation, traditional firms can enhance their operations without losing the human touch.
Forge Strategic Partnerships with Tech Providers
One of the most effective ways for traditional firms to stay competitive in an AI-dominated landscape is by forging strategic partnerships with AI technology providers. These partnerships allow firms to leverage the best AI tools without having to develop them in-house, thus maintaining their focus on client relationships and creative strategy.
Strategic partnerships provide access to advanced AI-driven platforms while also offering training and support, helping traditional firms seamlessly integrate AI into their operations. Firms should seek out AI partners that align with their mission, enabling them to use AI as an enhancement rather than a replacement for their services.
Combine Data with Human Intuition
AI can process vast amounts of data at an impressive speed, giving firms insights they may not have had access to before. However, data alone doesn’t provide the full picture. AI can tell you what’s happening, but human expertise is needed to understand why it’s happening and how to use that information effectively.
This is where Google’s E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework comes into play. E-A-T is a concept used by Google to assess the quality of content and websites. It emphasizes the importance of human expertise, especially in sectors where AI can’t replicate the depth of understanding needed for nuanced decisions.
For example, AI might suggest certain keywords based on search data, but it requires human insight to assess how those keywords fit into a brand’s larger messaging and positioning strategy. Human expertise is essential in making data-driven decisions that align with a brand’s long-term vision.
Stat: 75% of consumers say they are more likely to purchase from a brand that uses personalized experiences, which are often a result of both AI-driven insights and human strategy .
Focus on Client Education and Trust
As AI continues to revolutionize digital advertising, client trust will become increasingly important. Clients may feel overwhelmed by the rapid pace of change and the complexities that AI introduces to their campaigns. Traditional firms can position themselves as trusted advisors by offering transparency and education about AI.
By walking clients through how AI tools are being used—explaining both the benefits and limitations—traditional firms can build long-term trust. This trust is an essential element of Google’s E-A-T framework, which prioritizes brands that offer high-quality, transparent information to their audiences.
Being upfront with clients about how AI tools can enhance their campaigns, while maintaining a human-centered approach to creativity and strategy, can differentiate traditional firms from tech-first competitors that may neglect the personal touch.
Invest in Upskilling Your Workforce
The rise of AI in digital advertising is also reshaping the skills needed within teams. Upskilling employees to manage and collaborate with AI tools is crucial for long-term success. Traditional firms should invest in training programs that ensure their teams are not only proficient in AI-driven platforms but also capable of leveraging those tools in a way that maintains their human-centered strengths.
AI will continue to evolve, and companies that foster a culture of continuous learning and adaptation will be better equipped to navigate the changes. In fact, a McKinsey study found that up to 14% of the global workforce may need to switch occupations by 2030 due to AI and automation advancements . Traditional firms that invest in upskilling their workforce will be able to pivot more effectively in the AI era.
AI is undeniably disruptive, but traditional digital advertising firms can harness its potential to elevate their services rather than being overwhelmed by it. By leveraging human creativity, embracing AI tools for efficiency, building strategic partnerships, combining data with intuition, fostering client trust, and investing in workforce training, traditional firms can thrive in this new landscape.
Ultimately, AI is a tool, not a replacement. The balance lies in integrating AI’s capabilities with the expertise, creativity, and relationships that traditional firms have spent years building. Firms that strike this balance will not only survive but will lead the way in the future of digital advertising.