Mark Zuckerberg wants to replace creative agencies with AI.

Fiction? Not really.

At OMR 2025, Scott Galloway was asked about Meta's bold move. The idea? Businesses should soon be able to skip the agency middleman altogether. Just input your goals and budgets, Meta's AI will handle the rest. Strategy, content, testing, optimization. All automated.

Zuckerberg calls it "Infinite Creative" - an AI-driven future where human creativity is no longer a bottleneck, and ad creation is limitless, scalable, and personalized in real-time.

Sounds efficient. But is it creative?

Galloway's critique is sharp: entrusting brand narratives to a handful of tech moguls risks eroding cultural nuance, emotional depth, and the very essence of human connection in advertising.

We're asking ourselves:

What happens when algorithms start writing brand stories?
And will AI ever understand emotional context like a great creative team can?