Each month the IPA produces the IPA AI Magazine, bringing together thinking, insight and practical perspectives on how artificial intelligence is changing advertising and the agency world.
Each edition looks at some of the biggest questions surrounding AI – from creativity and effectiveness to agency models, skills, talent and how we work with clients.
The latest September edition explores what the next stage of AI adoption could mean for the industry and how agencies can make the most of the opportunities while navigating the challenges.
One of the areas under the spotlight this month is young talent and the future of entry-level roles, with our CEO and Founder, Rob Hunter, contributing his perspective on what AI means for people starting their careers in advertising.
For Rob, AI isn’t removing the need for young talent – but it is changing what young people need to learn and how agencies need to support them.
Tasks such as research, first drafts, idea starters and admin can already be completed more quickly with AI. As these traditional junior tasks change, skills such as critical thinking, good judgement and knowing how to question and check AI outputs become increasingly important.
As Rob explains:
“AI can give a fast answer, but people still need to decide whether that answer is useful, fair and right for the brief.”
AI literacy will clearly be important too – from knowing how to prompt effectively to becoming comfortable with new tools as they emerge. But Rob argues this needs to sit alongside the human skills that remain fundamental to agency life: communication, teamwork, emotional intelligence and ethical judgement.
There is also a responsibility on agencies to make sure young people aren’t simply left to figure AI out for themselves.
Training, clear guidance, access to approved tools, opportunities to apply AI to real briefs and feedback from experienced colleagues will all be important in developing the next generation of talent.
At Hunterlodge, we’re embracing AI to help our people learn faster and work smarter, while recognising that technology can’t replace understanding the client, the industry or the thinking behind the work.
Supporting the next generation
And that commitment goes beyond AI. We’ve invested in our apprenticeship programme for a number of years, giving people the opportunity to start their careers in advertising with hands-on agency experience while gaining recognised qualifications.
We also take part in the IPA’s Advertising Unlocked, opening our doors to students to experience agency life first-hand, and offer internships and work experience opportunities across the business.
For us, it’s about continuing to create routes into the industry and giving the next generation the experience, skills and support they need as advertising evolves.
Interested in starting a career in advertising? Keep an eye on our latest opportunities or get in touch to find out more about apprenticeships at Hunterlodge.
Get in touch info@hunterlodge.co.uk