The media and advertising industry has undergone profound transformations over the past decade, with major technology corporations—Google, Meta, Amazon, and Apple—consolidating their market influence through advertising-driven revenue models. Now, a new contender, DeepSeek, introduces an open-weight AI model, where the internal mechanics of the AI system are openly shared, allowing businesses to customise and refine its functions to better suit their needs. This level of transparency and adaptability could prove disruptive.
The importance of independent decision-making
A key consideration in this evolving landscape is the significance of independent thought. As AI technologies advance, businesses will require strategic guidance to evaluate platforms, algorithms, and data models. Agencies that maintain an impartial perspective will be indispensable in an era where AI is not merely a tool but a transformative force. Selecting the appropriate AI system may become as fundamental to media planning as choosing between traditional and digital channels, as it directly influences targeting precision, efficiency, and overall campaign effectiveness.
Can DeepSeek compete with Google?
DeepSeek's entry into this space raises pressing concerns: can it rival Google’s dominance in digital advertising? If AI-powered agents transform search and information retrieval, how will this shift impact the distribution of digital advertising expenditures? At present, Google capitalises on search queries through targeted advertising.
However, if AI-generated responses reduce reliance on conventional search engines, advertisers may need to reassess their spending strategies. This shift could encourage diversification in ad placement, offering greater opportunities for independent media platforms and publishers. It could even have positive ramifications for traditional publishers. A better understanding of where engaged human attention is spent could lead to increased value and higher CPMs.
The role of human expertise in an AI-driven world
Despite advancements in automation and AI-driven media buying, human expertise remains indispensable. Agencies that provide strategic oversight, unbiased counsel, and creative direction will continue to be critical players, even as AI reshapes the industry. A central challenge lies in ensuring AI systems do not reinforce biases or create monopolistic barriers, underscoring the necessity of independent advisory services in guiding ethical AI adoption.
The future of AI in advertising
The rise of competitive AI presents both disruption and opportunity. As automated technologies redefine search, content generation, and media planning, the UK’s advertising sector must adapt. Businesses that position themselves as AI-agnostic consultants—helping brands navigate an increasingly automated landscape—will not only sustain their relevance but may emerge as pivotal figures in shaping the industry’s future trajectory.
