The impact that AI will have on advertising, according to Sir Martin Sorrell

Yahoo Finance Video Mon, September 28, 2026 at 4:40 PM GMT+2 $META+WL $GOOG+WL $AMZN+WL MSFT BABA Sir Martin Sorrell — the founder and executive chairman of S4Capital — sits down with Yahoo Finance Executive Editor Brian Sozzi to discuss how Meta's ( $META+WL ) new Muse chatbot and other AI products will impact the advertising space. Video Transcript 00:00 Speaker A Can this year was focused on the impact on creative and I think that's totally wrong. I mean, that's the tail that wags the dog now. I mean creative cost is probably around 10, 15 or 20% of total advertising costs for advertisers we think it should be 10%. And AI brings down that cost, but it's been so squeezed by procurement departments, they're losing sight really of where they should be putting the effort.