Supertool: S4’s Sorrell says AI ‘more effective than a 25-year-old media buyer’ advertising S4’s chairman Sir Martin Sorrell is optimistic about the future of AI as his advertising agency embraces it to supercharge their productivity and reach. Sorrell said S4 had already seen an increase in viewing metrics because AI was helping employees speed up ad copywriting and aggregate data that makes it easier to hyper-personalise and target [...]