银都奥美李宜聪：创意人的价值，正被AI重新定义

Core Insights - The 32nd China International Advertising Festival and the 34th Asian Advertising Conference focused on innovation and international cooperation in the advertising industry, emphasizing the theme "Empowering Advertising with Technology" [1] Group 1: AI and Advertising - The Chief Creative Officer of Ogilvy, Li Yicong, discussed the profound impact and challenges of AIGC technology on the creative industry from 2022 to 2025, highlighting a lack of deep discussions on the integration of creativity and AI [1][2] - A common misconception among clients is that AIGC reduces costs; however, the actual execution often results in costs being double the initial budget, reaching millions [2] - As AIGC capabilities improve, 82% of brands are looking to establish their own creative teams, and 72% expect a decrease in content production costs next year [2] Group 2: Industry Transformation - Li Yicong proposed the "AI Complement Plan," which emphasizes a team structure that combines traditional advertising skills with AI expertise, highlighting the need for communication, creativity, and empathy in the industry [3] - The industry is facing a shift in demand, with a decrease in entry-level positions and an increase in the need for professionals who can integrate AI with traditional creativity [2][3] Group 3: Efficiency and Creativity - AIGC technology significantly enhances execution efficiency, allowing for rapid generation of visuals that previously took weeks or months, but it does not necessarily lead to true innovation [4][6] - There are currently no widely recognized successful cases of human creativity successfully integrating with AIGC, as the industry is still exploring the direction of AIGC's development [5] - While AIGC improves efficiency, it may dilute the value of creative output, leading to a potential decline in market value and a loss of impactful works [6][7] Group 4: Concerns for the Future - There is a concern about a generational gap in the industry, with new professionals prioritizing efficiency over a deeper understanding of social and economic factors in creative solutions [8] - The advertising industry, along with other creative sectors, faces challenges in updating educational systems to address the evolving needs of the workforce [8]