Well folks, let’s clear the air: despite all the hype and nifty demos, OpenAI’s latest update to ChatGPT—now capable of generating images via GPT-4o—isn’t about to topple Madison Avenue. Yes, creatives are experimenting with turning simple prompts into ads, like that now-infamous AI-generated McDonald’s scene. But industry leaders are pumping the brakes on the panic. Instead of replacing creatives, the update is seen as a turbo-charged brainstorming partner, helping ad teams prototype faster, test ideas, and enhance their toolbox—not replace it. “It’s certainly good enough for a strategist or a business leader to help develop and communicate concepts and ideas,” says Deepthi Prakash of Omnicom, but it’s no match yet for top-tier design software. So for now, human imagination still holds the reins in ad land, and AI is the shiny new sparring partner—not the new boss.

Key Points:

• ChatGPT’s new image generation feature (powered by GPT-4o) allows users to produce visuals within the chat—great for concepting, not full-scale advertising just yet.

• Viral examples, like a McDonald’s spec ad created by ChatGPT, sparked fears of AI replacing ad creatives. Shane Levine summed up sentiment with the cheeky post: “We’re cooked.”

• Ad pros disagree: OpenAI’s own CMO Kate Rouch said they used their generative video tool Sora simply for prototyping their Super Bowl spot—not producing it.

• Deepthi Prakash of Omnicom says the visual quality still lags behind specialized AI tools from Adobe and others, and sees ChatGPT more as a creative helper than disruptor.

• Omnicom-owned TBWA continues using a broader AI platform (CollectiveAI) combining ChatGPT with tools from Google, Microsoft, and more to streamline workflow—not replace people.

• Majority CEO Omid Farhang sees a huge upside for smaller creative shops: “We have no legacy departments... We can harness AI with… more audacity.”

• His advice? Creatives should embrace these tools: “All this chatter… about AI are shrieks from the cocoon.”

• TL;DR: AI isn’t killing the ad industry—it’s giving it an energy drink.
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