This Autumn I was commissioned to conduct a roundtable of media industry experts focusing on their experiences so far with Gen AI and where they think the industry is heading as a result, with a particular focus on content and advertising. Thanks to all who took part and my attempt to summarise the discussion has been published as a white paper which you can download from their website for free here. My favourite comment came from my former colleague Graeme Griffiths, now at the IPA, who said:

“A quote that I heard internally quite recently was that when we talk about replacing people with AI and replacing jobs it’s more a case of jobs and activities not necessarily going to be replaced by AI, but your role may be replaced by someone that uses AI.AI isn’t necessarily going to replace a lot of stuff that we do, but you might be superseded by somebody who is just really good at using AI.”