AI is scaling in advertising – outcome-based pay isn’t

AI is speeding up everything in advertising — except how advertisers pay agencies, which is still moving at a crawl. 

There are early signs — just look at Sir Martin Sorrell’s latest quarterly reflections — but, he, his peers and their clients are still in the foothills of this shift, not anywhere near the summit.

“AI has not as of yet transformed the remuneration model,” said Forrester analyst Jay Pattissall.

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