Sir Martin Sorrell says AI can cut ad-creation costs, but platform concentration and opaque media buying are bigger concerns. He estimates Google, Meta, Amazon and TikTok outside China together account for more than half of ad spending and over two-thirds of digital.
Sorrell estimated total ad spending at $1.35 trillion this year, with digital topping $1 trillion and growing 15–20%. He put creative costs at roughly 10–20% of advertiser spending, said he thinks they should be 10%, and said procurement departments have squeezed them.
