AI is upending the ad business and S4 Capital is changing its pricing accordingly.
CEO Sir Martin Sorrell said the rise of automation is forcing a rethink of how the firm is paid, particularly with those marketers who are under pressure to slash production costs and funnel more dollars into media without increasing overall spend.
To be fair, this shift isn’t new. Marketers have spent years trying to stay efficient amid sticky inflation, higher interest rates and geopolitical volatility….
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https://digiday.com/marketing/s4-capital-trades-billable-hours-for-outputs-as-ai-redraws-agency-economics/
