Anne-Sophie Cruque, CEO of Omnicom Media France, is examining how generative AI is reshaping job roles in media agencies. She argues that while AI is transforming the industry, it is not making media agencies obsolete. Instead, it is shifting the focus toward consulting and advisory services. Cruque explains that traditional roles involving data collection, analysis, and reporting will evolve, with advisory, arbitration, and decision-making roles becoming more central. These new roles require deep industry knowledge and critical thinking, as AI-generated results can be probable but not always accurate. Cruque emphasizes that skills in synthesis, analysis, and business understanding will become even more valuable. Professionals must be able to assess the relevance of AI-generated insights to make informed decisions. Tools like Omni, which allow for the creation of multiple investment scenarios using response curves and proprietary data, have improved execution speed for clients. This means media agencies can deliver faster, more tailored solutions to their clients. The real added value of media agencies, according to Cruque, lies in their ability to integrate technology effectively. This requires expert talents who can work with powerful AI tools without misusing them. If AI agents are not properly configured, they can produce inaccurate results, underscoring the need for trained professionals who can think critically and make informed judgments. Media agencies are increasingly becoming advisory and supportive rather than just executing tasks on behalf of clients. For brands that do not distribute their products directly, AI introduces an additional layer of complexity. It becomes crucial for brands to maintain a strong presence so that consumers actively seek them out, even if AI does not mention them. The focus is on building strong brands that are integrated into consumer opinions and content consumption across various platforms. This requires specialists in advisory roles to handle both immediate business challenges and long-term branding strategies. Internally, responding to the rise of generative AI involves auditing how a brand is referenced in AI interfaces, similar to SEO audits. This includes developing action plans for content creation, review management, and brand image building. As AI becomes more integrated, the value of human discernment and recommendation continues to grow. While AI can streamline processes such as reporting and optimization, human relationships remain vital for strategic custom construction. The advertising market is currently stable globally, but advertisers are expecting clearer insights into the impact of their actions. At Omnicom Media, the focus is on managing both short-term business impacts and long-term brand capital. The current election period adds an extra layer of uncertainty to an already cautious market. Media agencies must help their clients prepare for less predictable environments, including evolving media consumption patterns, new market players, technological innovations, and shifting economic and geopolitical landscapes. By developing multiple scenarios, brands can either secure their business or accelerate growth when opportunities arise.