At this time, most agencies are largely ignoring the advancement of generative AI technology. This is likely due to most of the time in advertising being spent on developing campaign concepts and generating ideas. AI tools like GPT-3 and ChatGPT still struggle with coming up with high-quality campaign ideas. Our agency is using GPT-3 for summarizing and condensing briefing reports, writing "Schweinebauch" (which are equivalent to press releases, technical copy for automotive ads, and display ads on the web), and ChatGPT for creating target group personas that our creatives can engage with. For Art Direction, we're employing self-trained, stable diffusion models for storyboarding, style frames, and photo bashing layouts, which has drastically increased our prototyping speed. In the past, it was a running joke that if an Art Director said they needed thirty minutes, they would actually need two hours. But that’s no longer the case as this approach makes pre-production so much faster. I’m sure it has the potential to bring about real change to the industry, but for now, AI is just a useful tool that can’t fully replace internal resources. We’re seeing a drop of about 70 percent in the number of layout illustrators and stock images we need to book though. The main consequence of this, however, is that our creative directors are now having to deal with a much higher workload because they’re being presented with substantially more content to evaluate. Last year, we learned that copywriters and art directors who had a strong foundational understanding of their craft and a good grasp of their sector’s professional jargon produced much more impressive results with the help of AI than the ones who primarily relied on tutorials and trends for their work.