South Africa, Aug. 27 -- When timelines tighten and teams are stretched, the temptation might be to use whatever helps you get the work out. The risk with this is that speed starts driving how the agency works, rather than simply helping it work better.

Work can be turned around much faster but when rushed in this way it often feels soulless. The system may reward volume when people are under pressure to deliver, but advertising still depends on individuals who are able to make good judgement calls about what will and will not connect and resonate with audiences.

That is where the AI conversation becomes nuanced. Junior roles have traditionally included work that can now be automated. Some of those human tasks will disappear, and it wou...