Creative industries split into maximisers and replacers over AI
Ollie Scott, CEO of talent consultancy Unknown, argues the creative industries are bifurcating into two camps: 'maximisers' who use AI to augment human talent, and 'replacers' who use it to cut costs and headcount. He cites Coca-Cola's 2025 Christmas AI ad as a replacer failure, and Publicis Groupe's hiring of creative staff for AI platforms as a maximiser success. R/GA, backed by Truelink Capital, acquired AI studio Addition and collaborated with Google and Moncler on an AI film. WPP plans to save £500 million via AI-enabled restructuring, while Omnicom cut 20% of jobs after buying IPG. Forrester revised its forecast from 7.5% to 15% of US creative agency jobs automated by 2030, yet the global creative economy is expected to double in GDP within four years. Scott urges leaders to choose growth over efficiency.
Key facts
- Ollie Scott is CEO and founder of Unknown, a creative talent growth consultancy.
- Unknown has helped 5,000 creative leaders step into career-defining roles.
- Coca-Cola's 2025 Christmas AI ad was widely hated; top YouTube comment called it 'the most profitable commercial in Pepsi's history'.
- WPP aims to become 'a simpler, lower-cost, AI-enabled business' and save £500 million over two years.
- WPP's board considered £11 million in bonuses for new CEO Cindy Rose.
- Omnicom bought IPG in 2025, closed most creative agencies, and cut a fifth of jobs.
- Forrester now predicts 15% of US creative agency jobs will be automated by end of 2026 (up from 7.5% by 2030).
- Publicis Groupe raised 2026 earnings expectations, citing AI for higher margins and growth, and is hiring more creative staff.
- R/GA received $50 million from Truelink Capital and acquired AI system design studio Addition.
- R/GA teamed up with Google and Moncler to make an experimental AI film.
- AI consultancy Spark reported that only 1 in 20 agencies have moved beyond AI experimentation to build competitive advantage.
- The American Association of Advertising Agencies (4A's) declared the industry at a nexus, with CEO Justin Thomas-Copeland questioning if the industry is 'pushing for greatness or settling for good enough'.
- The global creative economy is set to double in GDP value within four years.
- Scott studied at Oxford Business School with Goldman Sachs' 10KSB program.
- Scott has been featured in The Times, Business Insider, and The Sunday Times.
Entities
Artists
- Ollie Scott
- Cindy Rose
- Arthur Sadoun
- Justin Thomas-Copeland
- Jensen Huang
- Henry Ford
Institutions
- Unknown
- Coca-Cola
- Pepsi
- WPP
- Omnicom
- IPG
- Publicis Groupe
- R/GA
- Truelink Capital
- Addition
- Moncler
- Forrester
- Spark
- American Association of Advertising Agencies (4A's)
- The Drum
- The Times
- Business Insider
- The Sunday Times
- Oxford Business School
- Goldman Sachs
- Nvidia
Locations
- United States
- US