In the world of advertising, account managers are known by many names—“Suits,” “the go-betweens,” and sometimes even “the messengers.” At their core, they’re the ones who keep the engine running, juggling client expectations while ensuring creative teams deliver on those visions. But with the rise of AI, the role of account managers is at a crossroads.
Traditionally, account managers were responsible for the heavy lifting of building relationships, keeping clients happy, and often acting as the translators between what the client wants and what the creative team can deliver. But now, AI is knocking on their door—threatening to reshape, augment, or even replace parts of their job.
Let’s explore three potential scenarios that could unfold in the near future:
Scenario 1: “The Messenger, Upgraded”In this scenario, AI handles some of the repetitive tasks like generating reports, answering basic client inquiries, and project tracking. However, the core responsibilities of managing client relationships, understanding nuanced client needs and translating creative briefs still heavily rely on human account managers.
Consider the seasoned “Suit” who has years of experience calming anxious clients and navigating last-minute campaign changes. While AI can help with optimizing timelines and generating instant reports, it still lacks the finesse to handle a frustrated client on the phone or smooth over creative disagreements.
“While AI can help with optimizing timelines and generating instant reports, it still lacks the finesse to handle a frustrated client on the phone or smooth over creative disagreements.”
Key Changes:
AI-Powered Insights: Account managers use AI to support their strategies but still rely on their instincts and experience to fine-tune the approach.Semi-Automated Client Interaction: AI chatbots handle simpler client questions, but for more complex discussions, the human account manager steps in.Data-Driven Decision-Making: AI aids in analyzing past campaign data, but the account manager still interprets these insights with a client’s specific nuances in mind.
Scenario 2: “The Supercharged Suit”AI acts as a powerful assistant, handling time-consuming administrative tasks, allowing account managers to focus on the strategic and relational aspects of their roles. In this world, AI-driven tools take care of mundane tasks like meeting scheduling, project updates, and initial client inquiries. AI analyzes campaign performance in real time and provides insights that the account manager can translate into actionable strategies for the client.
Think of an account manager who’s often called just “the messenger” by the creatives, always relaying feedback back and forth. With AI in their toolkit, they’re no longer bogged down with just being the go-between. Instead, they bring deeper, data-driven insights to meetings, impressing clients with proactive recommendations before they even know they need them.
Key Changes:
Automated Reporting: AI generates comprehensive reports instantly, freeing up account managers to focus on strategic discussions rather than compiling data.Personalization at Scale: AI helps account managers offer hyper-personalized suggestions based on past campaign data, increasing client satisfaction.Efficient Project Management: AI tools predict delays and suggest resource adjustments, allowing account managers to keep projects on track effortlessly.Scenario 3: “The Automated Account Manager”In this more dystopian scenario, AI systems become so advanced that they can manage client accounts end-to-end. AI handles everything from client communication and project management to strategy and reporting. The need for human account managers diminishes as AI can predict client needs, generate strategic plans, and even manage creative revisions with minimal human input.
Imagine a world where the “Suits” are no longer needed at the weekly status meetings. Instead, AI bots handle the discussions, instantly adjusting campaigns based on client feedback without any delay. The client receives personalized updates in real-time, and the agency runs 24/7 without needing anyone to pick up the phone at 9 PM on a Friday.
“Imagine a world where the “Suits” are no longer needed at the weekly status meetings. Instead, AI bots handle the discussions, instantly adjusting campaigns based on client feedback without any delay.”
Key Changes:
Full Automation of Client Services: AI systems can handle client relationships, optimize campaigns, and even suggest new strategies based on data analytics.Automated Creative Adjustments: AI systems can interpret client feedback and provide real-time adjustments to campaigns without human oversight.Predictive Upselling: AI identifies new opportunities for clients and pitches them automatically based on campaign performance data.Most of the agencies especially the big ones must be at scenario 1 currently, in fact they might be not there yet. But ideally, a smart agency with smart account managers should be at stage 2 already.
{Categories} _Category: Implications{/Categories}
{URL}https://www.brandinginasia.com/the-future-of-suits-in-advertising-agencies-ais-impact-on-account-managers/{/URL}
{Author}Amandeep Singh{/Author}
{Image}https://www.brandinginasia.com/wp-content/uploads/2024/11/AI-Account-Managers-in-Advertising-.webp{/Image}
{Keywords}Generative AI,Insight,The Marketing Mediator{/Keywords}
{Source}Implications{/Source}
{Thumb}{/Thumb}
