business π€ AI's real disruption isn't in ads, says Martin Sorrell
Martin Sorrell argues that the biggest AI disruption in advertising won't be in creative work, but in media buying and workflow. He states that current brand uses of AI are only minor experiments, not fundamental changes to the industry. Sorrell believes sectors like EV makers and fintech have stronger incentives to rapidly adopt technology. He emphasizes that streamlining workflows must happen before implementing AI tools effectively. Ultimately, agencies will evolve into 'validators' of algorithms rather than just creators.