Sorrell also discussed the impact of AI, describing it as an "extremely powerful tool for good" but also potentially for evil. He believes self-regulation is key, as no government agency can effectively manage it. He noted that big tech companies have taken steps to address brand safety, privacy, and electoral intrusions, but they need to do more in terms of responsible AI use. Sorrell predicts that 2024 will see more meaningful client AI use cases, and that the media planning and buying sector, currently employing around 250,000 people, will be significantly impacted by AI.
Key takeaways:
- S4 Capital head Marin Sorrell predicts that the top economies in the not-too-distant future will be China, U.S., India, Indonesia and Germany, with India being 'on fire, in a good way.'
- About 70 countries will hold national elections this year, including the U.S. election in November, which could see Trump returning to office.
- Sorrell believes AI is an extremely powerful tool for good and potentially for evil, and that self-regulation is key as no government agency can hope to do it.
- He also predicts that 2024 will be the year when meaningful client AI use cases begin to appear, and that one area that will come 'under attack' from AI is the media planning and buying sector.