Is AI just hype? Meghan Labot, Chief Growth Officer at FutureBrand North America, weighs in

As the hot topic of artificial intelligence and the opportunities it presents continue to dominate the marketing press, a report published earlier this month by Goldman Sachs declaring that "AI is all hype" cuts through the noise raising controversy.

In a recent article by The Drum, Meghan Labot, Chief Growth Officer at FutureBrand North America, shares her insights on whether AI developments will truly bring about significant commercial benefits to the marketing industry.

“Agency leaders are absolutely wise to gamble on new technology and invest in how AI can play a central role in agency operations. This is an imperative, for sure, but it is not a differentiator and certainly not a guarantee of commercial benefits.

AI, and all of the technology that preceded it, is a necessary part of progress and will certainly have an impact on how we do business in the future. The greater gamble is the risk that comes with not investing and being left behind.”

Read what other industry leaders had to say on the matter here.