It’s no secret that our industry is going through a profound transformation. The rise and mainstream adoption of new technologies coupled with the mounting demand for content has completely changed how the creative industry operates. Budgets are tighter, brands need more for less, without compromising quality or consistency, at a pace that stretches the limits of traditional creative production.
So how do we as an industry respond to these challenges? There’s been a lot of speculation on the best road forward with some prioritising performance-driven, short-term gains above all else while others stress the importance of enduring brand-building and high-end craft.
At Ambassadors, we don’t believe it has to be one or the other. Performance and craft are not mutually exclusive — both are essential for brands’ long term success. So we ask: how can we continue to produce creatively meaningful work that harnesses tech to deliver on the performance expectations of a changing media landscape?
Fortunately, this has already been front of mind for us for some time. We’ve embraced technology from the inside out, building new tools directly within our organisation for over a decade to make workflows more efficient (for us and our clients) and to open up new creative possibilities. By embracing tech like AI and Automation alongside and within our existing creative processes, we’ve been able to adapt and respond quickly to an industry that continues to evolve.
By embracing tech like AI and Automation alongside and within our existing creative processes, we’ve been able to adapt and respond quickly to an industry that continues to evolve
AI, Automation, and creative at scale
For brands, it’s no longer about one great TV spot or a single well-crafted campaign; they need to be consistently present everywhere and speak to their audience in a way that resonates. Always-on marketing strategies require thousands of assets across social media, digital, video, and more, all produced quickly and efficiently, without sacrificing quality. This is why we built Cube, our Creative Automation platform that helps brands scale and deliver creative work in a fraction of the time of traditional production. And it’s not just about efficiency, Creative Automation safeguards the craft and attention that goes into the original idea and ensures it’s delivered perfectly across every format, language and platform — one idea, beautifully crafted, delivered around the world, brand-consistent, at scale.
We’re also integrating what we call Creative Intelligence — using AI to analyse trillions of data points from placed campaigns and online trends. This allows us to break down creative elements, compare their performance, and deliver data-driven insights that guide the next creative decision. Creative Intelligence helps us make smarter choices, optimising campaigns in real-time while staying true to the craft and creativity that define our work.
The future of craft and tech at Ambassadors
As we embrace these new technologies, it’s important to remember that AI and automation are tools, used to enhance creativity, not replace it. AI doesn’t have ideas, and we need creative ideas now more than ever.
But how we bring those ideas to life and deliver them to the world can and should be made more efficient with tech. Understanding and striking the balance between craft and technology is vital for the long-term success of brands and the creative industry alike.
Door: Halbo van der Klaauw - Founding Partner and CEO of Ambassadors Group
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