Beyond the Algorithm: Emma Armstrong's Vision for Human-Powered AI in Advertising
At Business Today’s 50th International Conference, Emma Armstrong, CEO of FCB, shared her insights on balancing technological innovation with the deeply human core of advertising. Armstrong’s career journey and her firm’s approach to integrating artificial intelligence (AI) into creative processes captivated attendees, offering a roadmap for thriving in an era of rapid change.
Armstrong’s path to the helm of one of the world’s leading advertising agencies was unconventional. With a background in biological anthropology and archaeology, she began her career in the nonprofit sector, where she explored the burgeoning digital space by creating websites and managing online projects. “Every career step I’ve taken was about adding to my skill sets,” she explained, highlighting her commitment to continuous learning.
Her curiosity and adaptability propelled her into advertising, where she embraced creative problem-solving and built a reputation for staying ahead of industry trends. Armstrong’s rise underscores the importance of following one’s interests while strategically developing expertise.
Under Armstrong’s leadership, FCB has embraced AI to streamline processes and foster innovation. The agency has developed its own GPT-based model, which supports tasks like drafting ideas, analyzing data, and creating synthetic audiences. “AI gets us halfway there, saving time and offering inspiration,” Armstrong explained. However, she emphasized that human creativity remains essential. “The final leap is always about human ingenuity.”
By using AI as a tool for efficiency, FCB ensures that technology enhances its work without compromising the deeply human values that define the agency’s success.
At FCB, collaboration is central to the creative process. Armstrong described how the agency fosters a culture where disagreements are viewed as opportunities to refine ideas rather than sources of conflict. “It’s about aligning around strategic goals and pushing respectfully to make things better,” she said. This approach encourages diverse perspectives and drives stronger outcomes.
Storytelling remains FCB’s cornerstone, but social media has introduced new challenges, including intense public scrutiny. Armstrong explained that FCB addresses these complexities by starting with two key questions: What problem are we solving, and who is our audience?
The agency leverages anonymized data to create detailed audience profiles and even uses synthetic audiences to test concepts cost-effectively. “It all starts with understanding your audience and crafting a message that resonates,” Armstrong said, adding that the process combines rigorous data analysis with creative intuition.
Armstrong’s vision for FCB highlights the delicate balance between leveraging AI and preserving the human touch. At the conference, she inspired attendees with her emphasis on curiosity, adaptability, and collaboration as the keys to navigating a rapidly evolving landscape. For Armstrong, the future of advertising lies in combining the power of technology with the unique creativity and empathy that only humans can provide.
Her message resonated deeply with students and professionals alike: embrace change, continuously build your skills, and never underestimate the importance of human connection in driving innovation.