Post by Jung von Matt

Artificial Intelligence: A buzzword that cuts entry-level jobs by roughly 20-40%, but is that the right way to go? Change sometimes comes quietly. In the creative industry, however, it has knocked loudly and thrown the door wide open. In recent years, the way agencies operate has been fundamentally reimagined. Artificial intelligence has long been an integral part of everyday creative work. Automated visual content, AI-generated text and smart processes are rapidly gaining momentum. Junior positions are increasingly being replaced or absorbed by AI, even though young talent may be more important now than ever. At the German Creative Economy Summit, Nina Kirst, Deputy Editor-in-Chief at Campaign, and Jonas Kratz, Data Strategist at Jung von Matt HAMBURG, explored this question in depth. Together, they discussed the role young talent plays in an AI-driven creative ecosystem, both today and tomorrow. “Yes. The classic junior tasks research, variations and simple output are exactly what AI does best. But young people bring something to the table agencies can't survive without: unconventional instincts, cultural fluency, genuine curiosity. That is a big part of what brands actually pay us for. So we need to rethink training: repetitive execution was never the fastest or best way to learn something. If AI takes the execution ladder away, juniors need a new route into building creative excellence. Which is by the way, a chance to rebuild something that was never really perfect. ” Thank you Nina Kirst and Jonas Kratz for the inspiring conversation and meaningful insights.