Agents will run tasks. They will not own P&L.
Operators who write standard work for models — and keep a human on the commercial no — will win.
AI desk
Vocal about AI. Strict about judgment.
I use models every week. I will not let them pretend to be the strategist.
Faster audits
Cluster comments, summarise account changes, flag anomalies. A human still names the leak.
Creative variants
Draft hooks at volume. The kill rule stays with the operator.
Reporting, not decisions
Models write the first pass of the Monday note. They do not raise budget.
Trends I plan around
Creative volume is no longer a moat.
Anyone can generate fifty ads. Few can say which five deserve spend.
Measurement gets harder, not easier.
Your scorecard has to get simpler, not more tiled.
Operators who document win.
A written loop travels across tools. Tools change weekly.