Artificial intelligence will shake up the advertising industry in 2024. This is the prediction of renowned ad guru Martin Sorrell. He spoke to Shibani Gharat on the sidelines of the Consumer Electronics Show (CES) in Las Vegas.
According to Sorrell, AI is enabling hyper-personalisation at an unprecedented speed.
He said, “What took us three weeks or three months to do, we literally can do in hours, it is about hyper personalisation. So we thought that the web would enable us to digitise and personalise things. The work that we do for the client like Netflix, for example, we might what one and a half million different creative executions for our Netflix series, we can now do this almost on unimaginably greater scale than we did before so hyper personalisation.”
