There is a quiet panic running through agencies right now, and it is understandable. When a machine can generate a campaign recap, draft a media plan, and produce 10 headline options in minutes, people naturally jump to the worst-case scenario: How long until my role is redundant?
But that question is built on a false assumption that our value sits in producing the work. In media, the real value has never been the slide, the recap, or the first draft. It is the judgement behind it. It is knowing what matters in the data, what to ignore, what to test next, and how to make trade-offs when budgets, timelines and business goals collide. AI can speed up the output, but it cannot take responsibility fo
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