Artificial intelligence is becoming a key tool for marketing agencies in the Valley, helping with repetitive tasks and sparking creativity. However, agency leaders are clear that AI cannot replace the human input essential to their work.
At Jeffrey Scott Agency (JSA), Chief Creative Officer and Managing Partner Jessie Irwin described how AI has improved efficiency at the firm. “It’s just been a real game changer in terms of shoring up those efficiencies — to free up time,” Irwin said. “It’s giving us the bandwidth to do the things that we’re really, really good at.”
Irwin emphasized that JSA uses AI as an aid rather than a substitute for employees. “There are still a lot of mistakes that can be made with AI, so nothing goes out without the human touch,” she said.
Marcus Young, CEO and Managing Partner at JSA, highlighted ethical concerns surrounding AI use in advertising. “On one hand, it’s easy; on the other hand, it’s more nuanced,” Young said. “At what point will the client simply say, ‘You know, I just don’t want to spend that much money on a spot. Can you figure out some other way to do that?’”
Young noted that clients’ requests for faster project completion may drive increased use of AI at agencies. “I think, honestly, that’s when the other shoe is going to drop,” he said. “It’s not going to be an agency-led initiative.”
He also pointed out that most AI-generated content remains distinguishable from work produced by people. “I don’t think you have to be in the business to know when something is not real, even if the message is real,” he said.
ADvine CEO Layne Ryan explained his agency’s careful approach to using AI during strategy sessions and design work—especially where privacy laws restrict traditional methods. “It’s used in cases of design where HIPPA (Health Insurance Portability and Accountability Act) laws may prevent us from using anything with actual patients,” Ryan said. “It’s used very carefully and very strategically, mostly for creative inspiration. Nobody in the copywriting department would ever dream of using anything straight from AI. But it does inspire, it does help break writer’s block.”
Ryan stated ADvine avoids uploading confidential information into its AI systems and assured staff their jobs are secure: “We want to keep the human element, and we want to make sure the company always retains a ‘soul’ which, unfortunately, I’ve seen a lot of AI, especially where design work is involved — the human element slides right out the front door,” he said.
Drawing parallels between today’s debates over AI and earlier skepticism about online payments or credit cards, Ryan remarked: “Just like 15 years ago there were people who swore they would never upload credit card information onto a phone or online — if you think about today what companies like Google or Apple have access to from all of us as individuals — as crazy as that sounded 15 years ago, I think that’s where AI is headed,” he said.
Both JSA leaders indicated possible future uses for AI in creative exercises or hiring tools but maintained human judgment would remain central.
The discussion about ethics and regulation around artificial intelligence extends beyond agencies themselves. The California Chamber of Commerce recently began a statewide campaign urging lawmakers not to pass regulations they believe could cause California’s growing AI industry to relocate elsewhere.
“We want California’s elected officials to work with us in helping ensure our state continues to be where the story of AI’s exciting future is written for years to come,” CalChamber President and CEO Jennifer Barrera said.
California currently hosts more than half of the world’s top 50 artificial intelligence companies—32—and saw entrepreneurs raise $74.6 billion in venture capital for AI during just the first half of 2025 alone—over three times last year’s pace according to CalChamber figures.
The chamber warned that too much regulation could slow innovation and cost California billions in potential economic growth.
