Emerging creative technologies and new shopper channel innovations have always influenced how agency teams work. In fmcg especially, where speed, volume and visibility matter, that pressure tends to show up quickly. What makes AI feel different is how quickly it has entered everyday working life.
In a short space of time, it has gone from something people were curious about to something many teams feel they are expected to understand and use.
That creates a paradox within the agency – procurement teams are demanding speed; stakeholders are demanding quality. Clients want work turned around quickly and efficiently, but they still expect clear thinking, strong creative and proper attention to detail. AI can help with parts of that process, but it still needs handling with care. Some jobs can be sped up. Others need a human eye from start to finish.
For a lot of agencies, the bigger issue now is not deciding which tools exist or which look impressive in a demo. It’s working out how to integrate them in a way that feels useful, relevant and not overwhelming for the people expected to use them. AI needs to feel intuitive if it is to be adopted within job roles.
AI innovation with impact
AI can help with repetitive administrative tasks, aiming to reduce friction workflows. This can free up time within roles to focus on enhanced quality, sharper thinking and stronger delivery, giving an identifiable and measured time and cost saving to clients.
Creative studios need to be focused on innovation with impact. AI is not replacing creative thinking, it’s amplifying it. Equipping teams to use AI tools to enhance their craft, multiskilling themselves across digital, print and motion, and using commercially safe software for client protection will only improve campaign effectiveness.
There is also growing value in the creative process and being ready to react with confidence and agility. AI can help teams explore early-stage routes more quickly, particularly in categories shaped by seasonal moments, retailer demands and fast response times. That does not remove the need for creative judgement. It simply changes how ideas are tested, developed and refined.
Ultimately everything sits with the consumer. Everything from search to algorithm-led discovery are already influencing how people encounter brands and products. As AI algorithms increasingly determine what consumers see, agencies and fmcg brands must optimise for algorithmic relevance to maintain visibility and remain a viable choice in the consumer’s digital journey.
Emma Thompson is head of agency, consumer brand division at Golley Slater
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