Client Relationships, Taming ‘AI Beast’ On 4As 2024 Priority List

The 4As has issued its annual “Look Ahead” report for 2024 and not surprisingly, helping members “tame the AI beast” is a top priority for the organization.

A lot of focus on the impact of AI (and more recently generative AI) on agencies has been about the creative impact but as 4As CEO Marla Kaplowitz notes, the technology will affect “every area within the agency ecosystem” from operations, talent, new business, creative, media, compensation models and more.

Continue reading on MediaPost.