Post by International Advertising Association

What will shape the industry this year? IAA Leaders View brings together insights from our Global Board and members to answer that question. Dominik Stibal, shares her thoughts below: First: AI will split us into two camps. Those who think more — sharper, more critical, more original. And a growing grey mass seduced by convenience, quietly outsourcing their judgment to a machine. The gap between these two groups will define careers. Second: The era of interesting work is back. For decades, brilliant ideas died in the bottleneck of execution. Not enough budget. Not the right developer. No designer available. AI flips this entirely. Execution is no longer the constraint — the quality of your thinking is. Only the truly great ideas will stand out now. For agencies that master both creativity and technology, this is the best moment in a generation.