‘Turkeys don’t vote for Christmas’: Martin Sorrell on the fate of agencies in an AI age | Advertising | Campaign Asia

“The question of how to be compensated is a live one,” said a senior exec at a consulting firm, who exchanged anonymity for candor. “Clients are saying to agency execs ‘well if it’s going to take you 20% less time to manage our media thanks to AI, does that mean we’re going to see a 20% reduction in fees?”

“Doing more with less” becomes achievable

Last year, droves of knowledge workers attended ominous all-hands meetings where executives challenged them to “do more with less.” In the past, mandates like this have rightly elicited eye rolls. However, as of 2023, this ask seems less unreasonable.

Today, every knowledge worker can access powerful AI tool... See more

There’s a lot of speculation and rhetoric these days about whether AI democratizes creativity or advances it. However, it is abundantly clear to me that both are true.

On the one hand, humanity’s creative confidence for humanity has gone up as people of all ages are able to prompt whatever is in their mind’s eye and express themselves visually. We’... See more

"Today’s CMOs need to operate on a much quicker test-place-analyze-optimize cycle, know which of the thousands of marketing technology solutions can give them an advantage, rebalance their media mix frequently, and juggle vendors, agencies, and services providers with the skill of a top performer at Cirque du Soleil."

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AI will commoditize decades of content marketing and SEO tactics, and usher in a new era of brand and influencer marketing.  With models like ChatGPT driving the cost and time required to write effective SEO content down to zero, every brand will “flood the zone” of search engines, completely commoditizing content marketing. Perhaps this will

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