WHAT'S HAPPENING?

AI is beginning to initiate work, not just respond to prompts.

Today we see it moving beyond content generation into workflow initiation, coordination and optimisation.

WHAT'S DRIVING IT?

• Pressure to increase content velocity without increasing headcount
• Retail media and promotional cycles requiring rapid asset refresh
• AI model maturity and API connectivity across platforms

CHANGES BEING MADE

• Connecting AI to DAM and PIM
• Automating tagging, routing and approvals
• Triggering creative updates based on performance thresholds
• Building orchestration layers that sit above solutions
• Embedding AI intro briefing workflows

THE IMPACT LEADERS ARE SEEING

• Faster execution cycles
• Reduced manual project management
• Lower cost per asset
• Greater scalability