AI is transforming the advertising industry—bringing excitement, innovation, and inevitable challenges. In a recent piece for The Drum, our Co-founder & Group MD, Kate Ross, shared her thoughts on the ongoing struggle to integrate AI into creative workflows.
While AI offers incredible potential for creativity and efficiency, it hasn't been without its frustrations. Initial enthusiasm has sometimes clashed with practical realities—particularly when tools fall short of expectations or workflows become disrupted by new technologies. For many agencies, including eight&four, the journey has involved refining processes, developing bespoke tools, and proving their value through tangible, client-facing results.
The turning point often comes when AI outputs are consistent, secure, and specific enough to meet commercial standards. For eight&four, building proprietary tools that work for each brand’s unique needs has been essential to overcoming early roadblocks. As confidence in AI-driven outputs has grown, so has the team’s willingness to embrace the technology fully.
Kate’s insights reflect a broader industry truth: AI’s promise lies not just in innovation but in the ability to tailor solutions that genuinely work. The process of building, testing, and refining AI tools is what makes the difference between hype and real, measurable results.
Read more about Kate’s perspective and the ad industry’s AI journey in The Drum here.
