Marketing guru Martin Sorrell, founder of S4 Capital, argues that AI will dismantle the old order of the advertising industry, making the traditional blueprint of large holding companies obsolete. Sorrell states that many big holding companies like Publicis, WPP and Omnicom are getting "25 to 40 per cent of their revenue from traditional creative materials," but the time required to generate these materials is being severely reduced. He insists the agency model must switch from time and materials to "unit‑based, output‑based or subscription‑based pricing." Sorrell predicts fewer strategists and creative people, with a slimmer, more highly paid workforce. He describes a coming wave of personalisation as "the Netflix model on steroids," noting that historically, a campaign for a show like *Squid Game* might produce "a million or a million‑and‑a‑half assets," but AI can now produce many multiples of that. This shift will require new talent to manage, curate, and quality‑control AI‑generated material.