Ad Execs Debunk Ageism: Experience Thrives in the AI-Driven Ad World

Ad Execs Debunk Ageism in AI-Driven Advertising

Advertising executives have sparked a debate about ageism within the marketing industry, focusing on the role of experience in an increasingly AI-driven advertising landscape. The discussion, led by industry veterans, challenges the notion that older professionals struggle to adapt to new technologies, particularly generative AI.

John Long, Executive Creative Director at Digitas, initiated the conversation by addressing concerns about WPP's recent struggles and the broader media narrative. Long argued that advertising professionals around the age of 40 have spent their entire careers in the digital ecosystem, making them well-equipped to handle AI-driven changes.

The Role of Experience in AI Adoption

Long pointed out that a 40-year-old in 2025 would have been 19 when Facebook launched and 22 when the iPhone debuted. This generation has consistently adapted to technological shifts, creating innovative campaigns across digital platforms. The idea that they are now struggling with AI, Long argues, is both unfounded and insulting.

"Experience makes you faster at the new," commented Rory Sutherland, Vice Chairman of Ogilvy UK, supporting Long's argument. Sutherland's concept of "Technoplasmosis" further highlights the issue, suggesting that younger professionals might be more focused on selling AI tools than creating effective campaigns.

Industry Changes and AI Investment

The debate comes at a time of significant industry changes. WPP recently reduced its workforce by 7,000 and faced revenue declines, while Publicis took its place as the world's largest advertising agency. Meanwhile, investment in AI for marketing surged to $124.3 billion in 2024, according to McKinsey.

These factors have created an environment ripe for discussions about talent management and the evolving roles of humans and machines. Major platforms like Meta are aggressively pushing AI, with CEO Mark Zuckerberg envisioning a future where businesses provide only objectives and a bank account, leaving everything else to AI.

The Importance of Human Expertise

Despite the enthusiasm for AI, agency leaders have expressed skepticism about a fully automated future. The core question, according to industry experts, is not about replacing human creativity but about leveraging AI to enhance it. WPP Media research suggests that 71% of experts believe AI will produce most creative content by 2030, but the focus remains on who is best equipped to use these technologies effectively.

Small and mid-tier brands are adopting AI creative tools faster than larger enterprises, suggesting that AI adoption is less about individual age and more about organizational structure and resource allocation. This trend reveals a potential blind spot for larger agencies that may be stuck in old habits and hierarchies.

Balancing Human Judgment and Technology

The advertising industry is at a crossroads, balancing human creativity with increasing automation. The debate highlights the importance of recognizing the value of experience and adaptability. Dismissing seasoned professionals based on age is not only unfair but also detrimental to an industry that thrives on innovative thinking.

"It's not about being a digital native; it’s about being a digital survivor," Sutherland noted. The skills needed to navigate constant change in the digital landscape may be more developed in those who have already weathered several technological storms.

The Future of Advertising

Advertising organizations must structure teams and evaluate talent by recognizing that both human judgment and technological prowess are vital. Companies that strike the right balance will likely thrive in an increasingly AI-driven world. The key isn't fearing disruption but strategically integrating technology while maintaining a focus on client partnerships and creative excellence.