Most, however, don’t know how to best implement the tech. “They just look at it and think, ‘Oh, I’ll never have to pay a copywriter again,’ or, ‘I’ll never have to pay a photographer again,’” he said.

Job displacement is not the issue for Droga: It’s whether marketers can evolve at the same pace as the technology disrupting them. “The necessity to create things that connect us and are meaningful—that will never go out of style,” he said.

This chimes with what sources have told ADWEEK: Tools like Sora aren’t necessarily job-killers, but instead prompt a shift in the skillsets required to maximize their effectiveness. 

Agencies jostle to invest in AI

OpenAI debuted Sora—which uses machine learning to generate original, realistic videos up to one minute long—four months ago.

External beta testing has been limited to a group of OpenAI “red teamers” (experts handpicked by the ChatGPT owner).

Accenture Song—which works with brands including Facebook, NRMA Insurance and Peugeot—recently committed to spend $3 billion over three years on AI tools and talent to help drive clients’ bottom line.

The business joins a crowd of ad networks investing in the tech, with WPP and Havas each committing $400 million over the next three years.