For AI to be used effectively daily, governance needs to be embedded where work is done. This reduces the risk of sensitive data exposure, allowing experiments to transition into production systems.
WPP and Stability AI call out a “UI problem”, where creative teams lose time, interfaces to common tools are “disconnected, complex, and confusing”, forcing workarounds and constant asset movement between tools.
Operationally, that pushes agencies to concentrate on the parts of the workflow their clients can’t self-serve easily, like designing the brand system, building fine-tunings, and ensuring governance is embedded.
Across these examples, the impact on marketing professionals is one of rebalancing and shifting job descriptions. Less time goes on mechanical drafting, resizing, and versioning, and more time goes on brand stewardship.