Observed Signal · Mar 15, 2023 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Generative AI Augments Creative Work Rather Than Replacing Humans
ChatGPT and generative AI are unlikely to replace creatives, argues CMSWire's feature, but will become integrated into marketing agency workflows. The technology is seen as a step-change, augmenting human creativity rather than eliminating it. Jared Kozel, executive creative director at Wunderman Thompson, says ChatGPT will speed up creative production and allow agencies to deliver many more iterations to clients quickly. Rowan Curran, Forrester's lead analyst for large language model generative AI, says some jobs will be reduced or eliminated, but new higher-value jobs will be created; the hype is deserved and the world will change significantly in coming years. Arthur Germain, founder of Brandtelling, compares current ChatGPT to a skilled research librarian that still lacks the ability to ask clarifying questions. The article concludes that machines still lack empathy, intuition, and experience essential to effective marketing.
Provides strategic perspective on generative AI's impact on creative marketing and agency workflows, relevant to MarTech and advertising industry; not a specific industry-shifting event.
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Key Takeaways & Evidence Grounding
- CMSWire published the feature on March 15, 2023.
- Jared Kozel of Wunderman Thompson states ChatGPT will speed up the creative process and give clients more varied options in hours.
- Rowan Curran of Forrester says the hype around ChatGPT reflects real-world capability and expects the world to change in two to three years.
- Arthur Germain of Brandtelling compares ChatGPT to a research librarian that cannot yet ask clarifying questions.
- The article argues generative AI will augment creative jobs rather than fully replace them.
Connected Companies & Entities
2 Entities mapped“Rowan Curran, Forrester's lead analyst for large language model generative AI, said it's not about totally automating everything but improvi...”
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Related Market Signals & Shifts
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Adweek's Agents of Change: Leaders Reshaping Industry
This Adweek feature profiles the 2026 Agents of Change, a group of leaders in marketing, media, advertising, and tech recognized for combining commercial success with a commitment to a more responsible and forward-thinking industry. The honorees include executives from agencies, media companies, and brands, such as Rachel Apirian of The Female Quotient, Jared Belsky of Acadia Agency, Paris Hilton of 11:11 Media, and Ben Skinazi of Equativ. They are praised for initiatives in diversity, equity, inclusion, accessibility, ethical AI, sustainability, and transparency. The article highlights specific achievements, such as Acadia returning rebates to clients, Equativ scaling GreenPMPs, and various mentorship programs. The feature is presented in partnership with Empower, a platform by Propeller Group and WACL.
AI Visibility Requires English-Language Footprint for European Startups
This article discusses how the rise of generative AI and conversational search is changing B2B buying behavior, particularly for European startups targeting international markets. It highlights that with ChatGPT surpassing 900 million weekly users and 94% of B2B buyers using generative AI in purchase decisions, visibility in AI-generated answers is becoming critical. Traditional SEO is giving way to Generative Engine Optimization (GEO), which relies on a company's footprint across credible English-language sources. The article notes that most AI assistants evaluate live sources, favoring English content, and that smaller European languages constitute less than 0.6% of web content. It advises startups to build an international ecosystem of mentions, structure content for AI extraction, and maintain an equally strong English footprint. The piece underscores the importance of tracking share of voice in AI models.
Jon Cook Steps Down as CEO of WPP Creative and VML
Jon Cook, global CEO of VML and WPP Creative, will step down after more than 30 years with WPP, effective March 2027. Eric Campbell, currently CEO of VML and WPP Creative in North America, will succeed Cook as global CEO of VML, while retaining his North American role at WPP Creative. Cook will remain in his positions until the transition to ensure a seamless handover. The announcement, made on October 2, 2026, follows the recent exit of Troy Ruhanen from Omnicom Advertising, marking significant leadership changes in major holding companies. WPP has not yet named a successor for Cook's role as CEO of WPP Creative, which he has led since its launch in February 2026. Cook also led the creation of VML in 2024 through the merger of VMLY&R and Wunderman Thompson. These changes come amid broader restructuring at WPP, with the industry closely watching the impact on creative landscape and client relationships.
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