{"id":1545,"date":"2026-08-04T09:15:04","date_gmt":"2026-08-04T09:15:04","guid":{"rendered":"https:\/\/www.vaultinsider.top\/?p=1545"},"modified":"2026-08-04T09:15:04","modified_gmt":"2026-08-04T09:15:04","slug":"sir-martin-sorrell-has-identified-the-key-ai-skill-for-the-future-people-who-share-will-be-the-new-kings-and-queens","status":"publish","type":"post","link":"https:\/\/www.vaultinsider.top\/?p=1545","title":{"rendered":"Sir Martin Sorrell\u00a0has\u00a0identified\u00a0the key AI skill for the future: \u2018People who share will be the new kings and queens\u2019\u00a0\u00a0\u00a0"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/fortune.com\/img-assets\/wp-content\/uploads\/2026\/08\/GettyImages-2279608947-e1785831445958.jpg?w=2048\" \/><\/p>\n<p>\u201cPower comes not from knowledge kept but from knowledge shared,\u201d Bill Gates said\u00a0in\u00a01999,\u00a0the year OpenAI CEO Sam Altman turned 14. \u201cA company\u2019s values and reward system should reflect that idea.\u201d\u00a0Proud\u00a0MBA holders the world over\u00a0are well aware of the\u00a0predilection for\u00a0the opposite\u2014what the academics\u00a0Catherine Connelly and David Zweig christened\u00a0\u201cknowledge hiding\u201d.\u00a0In a business, what you know\u00a0that\u00a0others\u00a0don\u2019t\u00a0can\u00a0still confer\u00a0advantages\u00a0and hoarding information can be seen as a skill.\u00a0Will such behaviors\u00a0survive\u00a0contact with the AI era?\u00a0<\/p>\n<div>\n<p class=\"wp-block-paragraph\">Not according to Sir Martin Sorrell,\u00a0the founder of the digital media agency,\u00a0S4 Capital. Before that, as founder of the media giant, WPP, he\u00a0became\u00a0the longest serving CEO\u00a0of a\u00a0FTSE100\u00a0company, clocking in at a total of 33 years.\u00a0Being in the ninth decade of life, Sorrell (81) confers a\u00a0certain calmness and\u00a0long-term\u00a0view when it comes to technological change and its effects on business.\u00a0Sorrell remembers a time when faxes seemed pretty neat.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cI think the most fascinating\u00a0area\u00a0[in the development of AI]\u00a0is what I call democratization of knowledge,\u201d Sorrell\u00a0tells me. \u201cAI flattens the organization. In a multi-branded, multi-vertical, multi-siloed\u00a0company, people develop power bases by controlling information. If information is available to everybody, if you give them access, it changes the dynamics. Good people who share will be the real kings and queens.\u201d\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Even\u00a0kings and\u00a0queens need jobs.\u00a0In 2024,\u00a0Altman\u00a0suggested that 95% of\u00a0roles\u00a0in marketing, including content and campaign\u00a0creation, could be replaced by AI.\u00a0The revolution will not be that destructive, Sorrell\u00a0says, but huge efficiency gains are coming.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cI don\u2019t think 95% will go, but some will go,\u201d he says\u00a0of an industry that is still surprisingly manual\u00a0in execution. \u201cThat\u2019s\u00a0pretty tough, because your interest as an agency was to prolong\u00a0[projects] for\u00a0as long as possible, and to make\u00a0the campaign\u00a0in the most expensive location possible. You\u00a0don\u2019t\u00a0have to do that anymore. Essentially making ads is cheaper, and we\u00a0have to\u00a0change the model\u00a0to be cheaper and more efficient.\u201d\u00a0<\/p>\n<figure class=\"wp-block-pullquote\">\n<blockquote>\n<p>\u201cIf information is available to everybody, if you give them access, it changes the dynamics. Good people who share will be the real kings and queens\u201d<\/p>\n<p><cite>Sir Martin Sorrell, founder of the digital media agency,\u00a0S4 Capital<\/cite><\/p><\/blockquote>\n<\/figure>\n<p class=\"wp-block-paragraph\">Sorrell\u00a0compares\u00a0the advertising industry with the world of asset management, where computerized workflows are the norm, not the exception.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cDo you think that Larry Fink does,\u00a0or\u00a0his people do, manual spreadsheets, or semi-manual or semi-automatic?,\u201d Sorrell says. \u201cNo,\u00a0it\u2019s\u00a0all automated.\u00a0If you think about machine trading on Wall Street,\u00a0it\u2019s\u00a0a very high\u00a0proportion. In our business we have\u00a0250,000 people,\u00a0mainly 25-year-old\u00a0media planners and buyers,\u00a0and\u00a0they\u2019re\u00a0doing their work semi-manually, often wholly manually. That\u00a0can\u2019t\u00a0work\u2014in a\u00a0hyperscaler-driven world\u00a0it is going to be done algorithmically.\u201d\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Sorrell says that in the car industry, for example, AI-generated content is now widely accepted, and that\u00a0is in a\u00a0sector\u00a0that\u00a0is \u201cas picky as it gets.\u201d\u00a0\u201cYou can now do extraordinary things with technology,\u201d he says. \u201cAnd we\u2019ve got to get used to doing it.\u201d\u00a0<\/p>\n<p class=\"wp-block-paragraph\">I ask Sorrell about\u00a0the increasing evidence that\u00a0public sentiment is turning against AI over global security, personal data\u00a0security\u00a0and job security. In June,\u00a0a\u00a0<em>Reuters<\/em>\/Ipsos poll\u00a0found that half of\u00a0American\u00a0adults\u00a0fear that the rise of AI could put them or someone in their household out of work.\u00a0College graduates were more concerned than other groups.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cI think we\u00a0have to look at what\u2019s happening in a positive way,\u201d\u00a0Sorrell said,\u00a0remembering back in\u00a0the early 2000s when he spoke to the principal of one of Mexico\u2019s leading technology universities.\u00a0Concern is a reasonable response to technological change.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cIt was a university of about 30,000 kids and the principal said to me: \u2018It\u2019s\u00a0amazing what the internet has done to Mexican\u00a0villages.\u2019\u00a0They\u00a0didn\u2019t\u00a0have libraries, but today they have access to the internet, and the marginal cost of information is zero. And those kids now have access to information sources.\u00a0<\/p>\n<p class=\"wp-block-paragraph\"><strong><em>Read more: Should AI be formally recognized as a national and global security threat? In London, politicians increasingly think so<\/em><\/strong><\/p>\n<p class=\"wp-block-paragraph\">\u201cIf you think about AI, which is like the internet on steroids, the marginal cost of information\u2014not just in a company, but inside government, inside universities, to kids\u2014is zero and we can do things with these tools that we never could do\u00a0before.\u201d\u00a0<\/p>\n<p class=\"wp-block-paragraph\">The way we work will have to change.\u00a0Sorrell argues that the Covid pandemic\u00a0brought forth\u00a0the era of \u201cdistributed working\u201d,\u00a0a world in which, if you have a laptop, you can be at work, whether you\u2019re at home or on a beach. The youngest generations\u00a0have\u00a0entered the workforce at a time when working from anywhere is possible.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cA reporter interviewed somebody who was running a firm with a lot of Gen Z employees, and she said: \u2018It\u2019s effing\u00a0difficult,\u2019\u201d Sorrell says. \u201cAnd\u00a0I think she\u00a0was very brave to say it, because\u00a0it\u2019s\u00a0quite\u00a0a difficult thing\u00a0to say, particularly in this environment, but I think\u00a0it\u2019s\u00a0dead true.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cI think\u00a0it\u2019s\u00a0to do with a different attitude developed through Covid, developed through distributed working. It is much more difficult to manage\u00a0that,\u00a0than it is a workforce of 200,000 who come into offices on a regular basis. And part of the reason for the reaction that\u00a0we\u2019ve\u00a0seen from JPMorgan Chase, WPP\u2014\u2018You have to come back\u2019\u2014is because the people that run the business are uncomfortable.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cIn a business like ours, it does depend to a large degree on interface and interaction. The point about the young people you recruit is how can they understand the culture if\u00a0they\u2019re\u00a055 miles away?\u201d\u00a0<\/p>\n<p class=\"wp-block-paragraph\">In his 1930s essay,\u00a0<em>Economic Possibilities for our Grandchildren<\/em>, the economist John Maynard\u00a0Keynes said\u00a0the challenge for the future would\u00a0be \u201chow to\u00a0occupy our\u00a0leisure.\u201d\u00a0Elon Musk makes similar predictions today \u2013 that we will soon be in an \u201cage of abundance\u201d\u00a0as super-productive AI replaces the need to work.\u00a0\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Sorrell, who studied economics at Cambridge,\u00a0says that\u00a0Keynes\u2019 essay\u00a0is worth revisiting.\u00a0\u201cMy basic thesis now\u00a0is\u00a0that\u00a0Keynes was right, but he was 100 years too early.\u201d The AI revolution could finally bring\u00a0us all\u00a0the 15-hour working week.\u00a0<\/p>\n<\/div>\n<p>#Sir #Martin #Sorrellhasidentifiedthe #key #skill #future #People #share #kings #queens<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cPower comes not from knowledg&hellip; <\/p>\n","protected":false},"author":1,"featured_media":1546,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[3074,506,2559,3077,1126,2644,1389,570,3078,12,1550,3076,1582,3075,1127],"class_list":["post-1545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance-news","tag-advertising","tag-future","tag-key","tag-kings","tag-londonarticles","tag-marketing","tag-martin","tag-people","tag-queens","tag-share","tag-sir","tag-skill","tag-skills","tag-sorrellhasidentifiedthe","tag-wpp"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - 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