Sir Martin Sorrell has identified the key AI skill for the future: ‘People who share will be the new kings and queens’

Sir Martin Sorrell, founder of digital media agency S4 Capital and former CEO of WPP, has identified the key AI skill for the future: "people who share." In the past, knowledge hoarding could confer advantages, but in the age of AI, Sorrell believes that democratization of knowledge will be crucial. Just as Bill Gates famously stated in 1999, "Power comes not from knowledge kept but from knowledge shared."

Sorrell argues that good people who share information will become the new "kings and queens" in the AI-driven business landscape.

The advertising industry, which has historically relied on manual processes, stands to benefit greatly from AI. Sorrell compares the industry to asset management, where computerized workflows are the norm. He believes that making ads will become cheaper and more efficient with AI, and that the advertising model will need to adapt.

Sorrell acknowledges concerns about AI's impact on jobs, citing a June 2023 Reuters/Ipsos poll that found half of American adults fear AI could put them or someone in their household out of work. However, he encourages looking at AI's impact in a positive light, emphasizing the zero marginal cost of information in the digital age.

Sorrell draws comparisons to the internet's impact on Mexican villages, enabling access to information sources that were previously unavailable. He believes that the advertising industry, like other sectors, must embrace AI to remain competitive in a rapidly changing world.