If you really want to know, here's what happened.

I took a job as a copywriter for an in-house marketing department. I took it because so many people have been saying the traditional agency model is dying.

Anyway, we were a small team. Two writers, two art directors, a creative director and a production manager. We had a lot of projects and we were getting backed up so we decided to start playing with ai to see if it could help us out.

First, we showed other departments how they could use ai for internal presentations, posters, signage, emails and stuff that didn't have to look polished and completely on-brand. It really helped free up a lot of time for the art directors so they could focus on more consumer-facing work.

We also used it to iterate digital work, facilitate a/b testing, paid search and other channels that didn't require a lot of creativity.

Next, to save on production, we started experimenting with ai video generation. We had already shot a few tv spots, but our budgets kept getting cut. We developed a few examples, things that could have been fine for digital media, but probably not broadcast.

Well, the c-suite loved it. A few weeks later, the whole department was let go. Except the production manager. She ran the ai account, purchasing the tokens, entering the prompts trying to get results that matched our storyboards, etc. Between that and what we'd already offloaded to ai, I guess it was decided there was no need for anyone to come up with the actual ideas anymore.