Artificial intelligence is reshaping the world’s advertising industry at breakneck speed, fueling both anxiety and optimism as agencies, tech giants and creatives grapple with what some call the “death of creativity.” As Meta (formerly Facebook) and Google unveil AI tools that can automate ad creation and targeting, industry leaders now face stark questions about the future of work, the creative process, and the livelihoods of thousands—including here in Thailand, where the advertising industry is closely watching global developments.
The revolution is palpable. Agency giants like WPP are investing massive sums—more than 13 billion baht a year—into mastering data, machine learning, and AI-driven campaigns in hopes of staying competitive. Recent, headline-grabbing AI-generated adverts—from Indian cricket legend-inspired coaching videos to robotic Shakespearean handwriting—have demonstrated just how far machines can already go in crafting personalized and attention-grabbing messages (The Guardian).
Why does this matter to Thai readers? The rise of AI threatens to fundamentally alter both local and regional advertising ecosystems, impacting jobs, small businesses, and the creative economy at large. Thailand’s ad industry, like its peers across Asia, has long drawn talent from universities and creative arts programs, fostering careers in copywriting, design, production, and strategy. But with Meta promising that soon “you don’t need any creative, you don’t need any targeting, you don’t need any measurement, except to be able to read the results that we spit out,” those involved in traditionally human-led ad creation are facing an uncertain future.
Globally, industry heads acknowledge the threat. Speaking last week at the Enders Deloitte conference, senior executives said AI will likely eliminate many tasks historically handled by humans, especially in production and certain creative execution roles. “AI replaces tasks … it doesn’t eliminate jobs,” argued WPP’s chief technology officer, who leads the group’s AI initiatives. Yet even he admits that agency operating models, team structures, and client relationships will need radical transformation. Another CEO at a leading ad agency was more blunt: “There is no doubt AI will disintermediate a large number of jobs … lots of clients are asking for fee reductions. What will be really hit is those involved in production and the realisation of ideas.”
This shift isn’t happening in a vacuum. For over a decade, Google and Meta have steadily siphoned market share from traditional media, now controlling nearly two-thirds of the UK’s £45 billion (roughly 2 trillion baht) annual ad spend. In Thailand, social media platforms already dominate digital ad budgets for everything from consumer goods to tourism campaigns. Local advertisers, from Bangkok shopping malls to burgeoning Chiang Mai startups, rely heavily on these tools—sometimes at the expense of homegrown creative agencies and freelancers.
Yet amid the worries, some agency leaders see opportunity and an ongoing need for human ingenuity. Thai creative directors, like global peers, argue that “creativity, in its purest form, remains a human skill.” Current AI-generated ads, while efficient and sometimes visually impressive, often fail to capture the surprise, cultural nuance, or emotional resonance that drive brand love. As the chief executive of a large creative agency put it, “You can often tell an AI piece of work a thousand yards away—glossy, very idealised and slightly plasticky looking … AI is never going to come up with something as brilliant as, say, a gorilla playing drums for Cadbury, but I am not so sure. AI will eventually become fine-tuned enough to react to quite left-field conceptual prompting.”
For Thailand, whose creative industries have long been lauded for innovation—from iconic TVCs that blend slapstick and sentimentality, to viral social campaigns capturing moments of authentic Thai life—the risk is that mass-produced, AI-driven ads could undermine both local flavor and homegrown talent. Yet there may also be a levelling of the playing field: with Meta and Google democratizing access to high-quality campaigns, small and medium-sized enterprises in rural provinces can now harness AI to create effective marketing at a fraction of the traditional cost—potentially boosting local economies and fostering entrepreneurship.
Nevertheless, some remain skeptical about tech giants’ motives. Many agency heads complain that while Meta and Google tout their services as “democratizing” advertising, they now siphon vast portions of global ad budgets, putting pressure on traditional agencies by offering speed and scale. A senior executive from a leading media agency in Thailand noted, “The danger is that we become just a service add-on—being expected to produce strategic insight for clients even as our margins and teams shrink.”
Thai industry associations and education leaders are also grappling with the implications. The proliferation of AI tools may require a dramatic reevaluation of university curricula, with a stronger focus on creative strategy, problem-solving, and unique cultural storytelling—areas where AI still lags. Some suggest the need for new certifications or training programs in ethical AI use, data literacy, and adaptive creative thinking to ensure that aspiring ad professionals are future-proofed.
Looking further back, industry observers recall similar upheavals: radio and TV first upended advertising, then the internet rewrote the rules again. Each time, adaptation was painful but ultimately led to new roles and business models. There is cautious optimism among some leaders that AI, too, will be harnessed as a tool—freeing up creatives to dream bigger, experiment more, and focus on high-value storytelling, while machines handle time-consuming, repetitive tasks.
What does the road ahead look like? In the near term, large, global brands are likely to remain hesitant to cede full creative control to machines, wary of brand risk, cultural missteps, or losing the magic that human ideas can generate. But as AI advances and becomes more adaptable, many see the possibility that machines could, eventually, rival human creativity in some domains.
For local agencies in Thailand—and the thousands of employees, freelancers, and students entering the workforce—adaptation is key. This may mean leaning even harder into what makes Thai work distinctive: storytelling that reflects Thai values, humor, and everyday experiences, while learning to direct and harness AI tools as collaborators, not replacements.
For Thai readers, the message is clear: the advertising industry is changing rapidly, but there are still opportunities for those who blend creativity and technical agility. Students, professionals, and businesses of all sizes are encouraged to upskill in data literacy, creative strategy, and digital marketing, and to stay informed about how AI is shaping the economy. By proactively developing new capabilities and championing authentic storytelling, Thailand’s advertising sector can not only survive but thrive in the age of artificial intelligence.
For those in the business—or aspiring to join—now is the time to invest in continuous learning, foster adaptability, and champion Thai creativity on the world stage.
Sources: The Guardian