Lara Daniel Discusses AI and the Future of Agencies in Horizont

Pulse Advertising’s Co-Founder & CEO Lara Daniel was recently featured in an interview with Horizont, where she shared her perspectives on the transformative impact of artificial intelligence (AI) in the marketing industry.

Lara addressed Klarna’s recent decision to reduce global agency costs by 25% by the end of 2024 through increased reliance on AI. This move has sparked considerable discussion within the industry, especially among social media agencies that face the brunt of these budget cuts.

Lara provided a positive outlook, noting that despite the cost-cutting measures, many sectors are still seeing significant increases in social media marketing budgets. She emphasized that AI’s disruptive power is a natural progression in market evolution and can be beneficial for innovative agencies.

“Ten years ago, we were the ‘AI’: faster, more in tune with the times, and closer to the consumer. We disrupted the advertising industry with influencer marketing because many existing agencies were no longer relevant,” Lara explained. “Now, the same thing will happen again: Agencies that fail to recognize new opportunities and changing client needs will eventually disappear. Innovative agencies will continue to thrive, and new players will emerge – and that’s a good thing.”

Lara praised Klarna’s strategic approach, acknowledging the value of AI while highlighting the importance of maintaining quality and innovation. She concluded that AI can significantly increase speed, which is crucial for staying competitive in today’s fast-paced market.

For more details on Lara’s thoughts and the full interview with Horizont, visit Horizont’s website.