Observed Signal · Sep 29, 2026 · Opinion / Commentary · Source: The Drum · Impact: 1/5 · Sentiment: Positive
AI Erodes Junior Creative Roles, Senior Mentorship Needed
Becky Power, creative director at DOOH.com and Drum Awards Festival juror, warns that AI is taking over the tasks that junior creatives traditionally learned from, such as mood boards, storyboards, and copy variations. This trend, compounded by hybrid working, risks eliminating junior roles entirely and stifling creative development. Power advocates for senior teams to invest more time in mentoring juniors, fostering their originality and taste. While AI accelerates production, it produces average results, so human taste remains crucial for standout work. She also notes that AI is used across most stages at DOOH.com, from first visual to final delivery, saving time for concept improvement. Additionally, she champions out-of-home advertising for its reach and trust, and emphasizes the importance of brand distinctiveness in a world of increasing sameness.
The article is an opinion piece from an industry figure about AI's impact on junior creative roles and the importance of mentorship, offering insights but not announcing a specific event or product. It is relevant to the AdTech/MarTech industry as it discusses AI in creative production and its effects on talent development, but it lacks concrete business actions or announcements.
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Key Takeaways & Evidence Grounding
- Becky Power is creative director at DOOH.com and juror at the Drum Awards Festival.
- Power warns that AI is taking over tasks juniors used to learn from, like mood boards and storyboards.
- Hybrid working reportedly isolates junior creatives from collaboration.
- AI is used in nearly every stage at DOOH.com, from first visual to final delivery.
- Out-of-home advertising reaches 98% of the UK every week according to Power.
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Rich Silverstein Warns AI May Encourage Creative Laziness
In an interview with The Drum ahead of its documentary The Creativity Machine, Rich Silverstein — co-chairman and co-creative director of Goodby, Silverstein & Partners — says he views AI as a partner rather than a replacement for human creatives but warns it risks fostering laziness, especially among younger talent. Speaking at Collins House in Cannes, the 77-year-old argues that agency teams are already using AI to inform work and that clients may be tempted to reduce headcount by substituting AI for people. He stresses he never accepts AI output wholesale and champions human creativity despite acknowledging AI’s utility for tasks such as phrasing prose. Silverstein referenced predictions about AI’s rapid capabilities but emphasised his hope that creativity remains human-led.
AI Can't Replace Creativity in Advertising's Future
Generative AI is touted as enabling self-driving advertising, but the piece argues automation cannot replace creative judgment. It contends that while AI can generate content quickly, coherence, consistency, and connection remain the core drivers of effectiveness. The article contrasts today’s push for speed with the 1986 Big Bang when agency mergers (e.g., BBDO, DDBO, Needham Harper & Steers forming a holding company; Omnicom Group debut) and subsequent consolidations reshaped the industry for scale over quality. It warns that the current era promises endless AI variations across platforms, yet brands still need to be distinctive and memorable; and that data-driven insights come from connecting creative ideas to performance. The author suggests practical shifts: connect the content ecosystem, integrate creative data into measurement, and measure idea resonance rather than outputs. It concludes that consistency is the new scale and that human discernment remains crucial in the self-driving age.
AI Reduces Need for Entry-Level Hires, Reshaping Talent
Artificial intelligence is automating many tasks traditionally assigned to junior employees in advertising and other industries, prompting companies to rethink entry-level hiring. At London-based ad agency Catalyst, AI tools handle research, copywriting, and data gathering, allowing one junior employee to manage five client accounts. A survey by Open University found 51% of U.K. business leaders say AI is changing hiring, with 19% reducing entry-level recruitment. Experts express concern that removing 'grunt work' may hinder skill development and career advancement. However, some firms are hiring for potential and using AI to help juniors work faster or create new roles. The shift emphasizes supervision, critical thinking, and 'exposure' over 'output', with concerns about a generation having AI-enabled breadth but lacking depth.
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