Author: Jack Liao Originator of the PICAS Model & the Big Interaction Methodology
Artificial intelligence is reshaping the advertising industry at unprecedented speed. From copywriting and image synthesis to automated media planning, Generative AI has pushed ad production into an era of limitless scale and instant output.
From WPP’s alliance with NVIDIA and Microsoft (WPP, 2023), Dentsu’s collaboration with Google Cloud, to Publicis Groupe’s Marcel built on Microsoft Azure OpenAI (Groupe, 2018), the world’s major agency networks are racing to build their own AI ecosystems.
And yet — despite this massive wave of “AI revolutions,” advertising today is merely faster, not wiser. AI has amplified creative efficiency but has not deepened the relationship between brands and people. This isn’t a technical limitation; it’s a logical one.
As the industry celebrates automation, it has neglected the fundamental question: When creativity becomes machine-generated, what, then, defines the true logic of brand value?