The global economy is undergoing a profound transformation, with one topic dominating executive suites and boardroom discussions: artificial intelligence (AI). AI is no longer a distant concept; it’s fundamentally changing how companies innovate, engage with customers and protect their bottom line. For today’s leaders, this means approaching every critical business decision with a mindset that considers how AI can deliver a competitive advantage.
The advertising industry, which I worked in for two decades, is a compelling microcosm of this broader shift, and my recent experience at Cannes Lions underscored it. Every marketer and brand was actively exploring how to partner and invest in AI the right way, and discussing its transformative potential for the industry.
It’s no surprise, then, that over 90% of businesses intend to invest in generative AI tools over the next three years. Having advised businesses in Europe, Middle East and Africa, and across countless industries, I recognise a true inflection point when I see one. This is it. AI is already fundamentally changing business for the better.
Levelling the playing field, one prompt at a time
Our own investments in AI over the last decade have transitioned from theoretical exploration to practical implementation, delivering tangible results for businesses. When used correctly, AI is essential for maximising campaign performance, personalising customer engagement and, ultimately, driving growth, regardless of a company’s size.
