David Jones, founder of The Brandtech Group, is a strong advocate for integrating artificial intelligence into marketing, posing the question, “Why not do 95% of it with fast, efficient machines?” He believes that technology will enable more effective marketing with reduced time and cost, a vision he has held since establishing Brandtech Group ten years ago. Although he notes that currently less than 1% of advertisements are created with AI, Jones is confident that within five years, 100% of advertising content will be at least partially, if not entirely, generated by AI.
Brandtech Group has already made significant strides in this area, utilizing AI for nearly a decade. In the most recent quarter, they created 235,000 pieces of content with AI for three of the world's top ten advertisers. This effort resulted in a 62% gain in time, a 55% reduction in cost, and a more than 40% increase in ROI. Jones highlights that AI can now produce high-quality content, including TV spots, in less than a week for under $5,000, a significant drop from the traditional six to nine months and $1 million to $2 million. He predicts that while 70% of campaigns will eventually be automated and hyper-personalized by AI agents, 30% will still be high-craft productions where human creativity is amplified by AI.
Jones foresees a future where advertisers decrease their reliance on traditional agencies, favoring groups that embed AI and data at the core of their model and support clients with in-house AI generative studios. He believes the future of marketing will be agent-to-agent, rather than brand-to-consumer, where AI agents target opportunities to communicate with other AI agents to influence consumer requests. This shift will redirect the hundreds of billions of dollars currently spent on capturing human attention into the world of AI agents. He is also exploring investments in AI agentics and data, as well as the production of cinematic quality films using AI.
