In this monthly column with NGEN, the MFA’s training program for media professionals with less than five years’ experience, WPP Media’s performance coordinator Cooper McCarthy reflects on beginning his media career just as AI becomes more prevalent in agencies. Stepping into the world of media felt like launching into orbit. The next, I was immersed in the very real and very fast-paced world of a global agency, WPP Media. Was I entering an industry already destined to render my human skills obsolete? Today, as the media world has fragmented and grown more complex, AI is rapidly becoming the “how-to” for my generation and many others entering the industry.