Most agency and brand leaders are still thinking about AI through a narrow, efficiency lens

This “personal productivity” mindset underestimates the scale of disruption. They’re tinkering at the edges while the ground underneath their business models is shifting.

AI is the biggest shift since the internet. It will reshape how media is created, distributed, bought, and measured, not just speed up today’s tasks.

The pace and scale of investment in AI development is unprecedented (greater than the Apollo missions), meaning changes will come faster than most expect.

Agencies and brands must stop asking “how can AI make my current job easier?” and start asking “what will my job, business model, and client needs look like when the rules of media are rewritten?”

Agencies and brands should start preparing now — by experimenting with new operating models, building machine-legible systems, and rethinking how value is created and captured in media.

This masterclass will take you on a journey from thinking about the current day-to-day, to the next stage: how AI will transform media over the next 10 years.