This guidance (kindly donated by the AI Working Group co-chair, Kellyn Coetzee) is intended as a step-by-step comprehensive framework for those working in Media Agencies to assess the potential impact of Artificial Intelligence on various roles within the Media Agency ecosystem.
Rather than viewing AI as a replacement, this assessment emphasises its value as an augmentation tool which can enhance human productivity and resulting strategic outputs.
1. The AI Exposure Classification (E0-E11)
To accurately assess a role, we first look to categorise tasks based upon their exposure to current AI capabilities:
| Level | Exposure Type | Description |
|---|---|---|
| E0 | No Exposure | No relevant AI applications currently exist for this task. |
| E1 | Direct Text | Tasks involving text generation, summarisation, and pattern matching |
| E2 | Third-Party | Tasks involving exposure to LLM-powered specialised tools. |
| E3 | Image | Tasks involving image generation or visual analysis. |
| E4 | Video | Tasks involving video generation or analysis. |
| E5 | Audio | Tasks involving audio generation or analysis. |
| E6 | Voice | Tasks involving voice-to-text or synthesised speech capabilities. |
| E7 | Reasoning | Tasks requiring advanced multi-step logic. |
| E8 | Influence | Tasks involving persuasion or emotional influence. |
| E9 | Agents | Work involving the use of digital-world action agents in order to perform tasks. |
| E10 | Physical Vision | Tasks involving working with physical-world vision devices and/or sensors. |
| E11 | Robotics | Tasks that require physical-world actions or robotics. |
2. The AI Risk & Impact Scale
Impact is measured on a 1-10 scale to determine the level of human oversight required:
- 1-2: No/Minimal Impact: AI assists with basic tasks while human expertise remains critical.
- 3-4: Limited/Moderate Enhancement: Productivity is improved, but human oversight is strictly required.
- 5-6: Balanced/Substantial Support: AI handles routine tasks; however, strategy remains human-led.
- 7-8: Major Redefinition: AI automates key functions, posing a high redefinition risk to the role.
- 9-10: Near/Complete Automation: AI handles the majority of tasks with minimal human involvement.
3. Strategic AI Implementation Tools
Media professionals should focus on integrating enterprise-grade and specialised third-party tools into their workflows:
- Enterprise Solutions: Integration of solutions such as Microsoft 365 Copilot for file summarisation and content generation via Microsoft Graph, alongside accompanying tools such as Google Workspace tools.
- Third-Party Assistants: Strategic use of LLMs such as ChatGPT, Claude, Google Gemini, and Google Notebook for research and assistance.
4. Recommended Training & Resources
Continuous learning is critical for maintaining a competitive edge in an AI-driven landscape. The following public resources are recommended:
AI Prompts Foundations (Uxcel): Focuses on prompt engineering for media and marketing.
Elements of AI (University of Helsinki): Explains AI fundamentals for non-technical professionals.
Intro to Generative AI (Google Cloud): Covers GenAI for content and media campaigns.
AI for Everyone (DeepLearning.AI): Strategic foundations for marketing professionals.
Applied AI Lab (WorldQuant University): Hands-on data and media analytics projects.
5. Your Personal 90-Day Action Plan
Success with AI requires a phased approach to implementation and optimisation:
- Weeks 1-2: Focus on immediate priorities and identifying quick wins for automation.
- Month 1: Build a foundation through formal training and tool familiarisation.
- Month 2: Move into active implementation and workflow experimentation.
- Month 3: Focus on optimisation and the application of advanced AI features.
6. Future Role Evolution
As AI continues to mature, media roles will evolve. Over the next 1-2 years, expect emerging responsibilities to be centered around AI orchestration, while the 3-5 year horizon will likely see deep strategic positioning shifts driven by industry trend integration.