Agency #80 - AI : Adapt Or Become Obsolete | Marty Hungerford
Jul 10, 2025
Marty Hungerford, Chief Innovation Officer and founding partner at BRX, discusses the impact of AI on creativity and the agency model. He emphasizes the importance of taste and human instinct alongside technological tools in creative processes. The conversation dives into how AI is reshaping industries like advertising and filmmaking, enhancing storytelling while raising ethical concerns. Hungerford also highlights the inevitability of AI for creatives and the potential for new job creation, pushing for adaptation and innovation in an evolving landscape.
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Creativity Depends on Human Taste
- Creativity depends on the person, not the tool, as tools are useless without human input.
- Humans will shift more towards selectors and editors, where personal taste becomes essential.
AI Removes Creative Gatekeepers
- Marty compared traditional studio exec constraints to new freedom with AI removing gatekeepers.
- Anyone can create compelling content now without needing to fight traditional industry barriers.
Creativity’s Soul Transcends Medium
- Modern advertising is highly artificial, with every element staged and edited digitally.
- AI won’t remove creativity's soul since creativity is the human mind behind the idea, not the medium used.