AI driving efficiency up and costs down at creative agencies: advertising mogul Martin Sorrell
Deglobalisation is also leading to challenges in dealing across borders
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[SINGAPORE] Artificial intelligence (AI) is sweeping across the advertising and marketing industry – and challenging the traditional agency model where too much time and manpower are spent producing commercials or advertising campaigns.
AI has compressed the time needed for visualisation and copywriting, and some ads are now even completely produced by it.
“The agency has to move from a time-based model to an output-based model,” Martin Sorrell, executive chairman of S4 Capital, told The Business Times.
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