IAA國際廣告協會總部近年來於每年伊始推出系列「Thought Leadership Campaign」，分別由各國分會代表發表對產業之觀察與展望 -「IAA LeadersView 2026 Forecast」。本年度IAA台北分會由四位會員代表參與發表，第二波為 凱絡媒體董事總經理盧人瑞 / MAA台北市媒體服務代理商協會理事長，另外還有Salesforce Regional Sales Director蘇俊熹、電通國華總經理溫永昌、艾普特集團執行長王偉羽等撰文分享觀點與刊登，IAA總會將進行全球性宣傳！

以下為第二位，由盧人瑞董事總經理發表對AI產業之見地，再次感謝以上四位為台灣發聲！

　

LinkedIn:

https://www.linkedin.com/posts/international-advertising-association_we-are-continuing-to-share-the-views-of-iaa-activity-7434175951074381825-_Vo2?utm_medium=ios_app&rcm=ACoAABtVAFYB67NkaqgJOGprOquTmMUA1kX2Lmc&utm_source=social_share_send&utm_campaign=copy_link

Facebook:

https://www.facebook.com/share/1DdRxyJJhX/?mibextid=wwXIfr

 

The Traditional Agency model is being disrupted, with the widespread of AI, this disruption is accelerating rapidly. Media was first disrupted by mobile devices and social media platforms, democratizing from the previously high-barrier of one-to-many communication model.

Today, Creative faces the same challenge as well - AI facilitates from the expensive production capabilities before into the general publics now. So where should Agencies go? I believe two directions are worth exploring:

Firstly, as platforms themselves become complex with closed ecosystems, Agencies can act as a hub to help clients to understand the overall media landscape, accumulating practical experience across tools and platforms, validated by data.

Secondly, as consumer behavior is downward to "browsing" and "searching”, brand experience design to connect every touchpoint will become the new holy grail for Creative.

 

隨著人工智慧的普及，傳統代理商模式正遭受顛覆，而且這種顛覆正在加速。媒體最初被行動裝置和社群媒體平台顛覆，打破了以往一對多的高門檻傳播模式，實現了資訊民主化。

如今，創意也面臨著同樣的挑戰 - 人工智慧將以往昂貴的製作能力普及到了大眾。那麼，代理商該何去何從？我認為有兩個方向值得探索：

首先，隨著平臺本身變得複雜，形成封閉的生態系統，代理商可以扮演樞紐的角色，幫助客戶了解整體媒體格局，累積跨工具和平台的實務經驗，並輔以資料驗證。

其次，隨著消費者行為趨向於“瀏覽”和“搜尋”，品牌體驗設計，即連接每個觸點，將成為創意產業的新目標。