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How AI is disrupting the advertising industry

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An AI assistant on display at Mobile World Congress 2024 in Barcelona.

Angel Garcia | Bloomberg | Getty Images

Artificial intelligence is shaking up the advertising business and “unnerving” investors, one industry leader told CNBC.

“I think this AI disruption … unnerving investors in every industry, and it’s totally disrupting our business,” Mark Read, the outgoing CEO of British advertising group WPP, told CNBC’s Karen Tso on Tuesday.

The advertising market is under threat from emerging generative AI tools that can be used to materialize pieces of content at rapid pace. The past couple of years has seen the rise of a number of AI image generators, including OpenAI’s DALL-E, Google’s Veo and Midjourney.

In his first interview since announcing he would step down as WPP boss, Read said that AI is “going to totally revolutionize our business.”

“AI is going to make all the world’s expertise available to everybody at extremely low cost,” he said at London Tech Week. “The best lawyer, the best psychologist, the best radiologist, the best accountant, and indeed, the best advertising creatives and marketing people often will be an AI, you know, will be driven by AI.”

Read said that 50,000 WPP employees now use WPP Open, the company’s own AI-powered marketing platform.

“That, I think, is my legacy in many ways,” he added.

Structural pressure on creative parts of the ad business are driving industry consolidation, Read also noted, adding that companies would need to “embrace” the way in which AI would impact everything from creating briefs and media plans to optimizing campaigns.

A report from Forrester released in June last year showed that more than 60% of U.S. ad agencies are already making use of generative AI, with a further 31% saying they’re exploring use cases for the technology.

‘Huge transformation’

Read is not alone in this view. Advertising is undergoing a “huge transformation” due to the disruptive effects of AI, French advertising giant Publicis Groupe’s CEO Maurice Levy told CNBC at the Viva Tech conference in Paris.

He noted that AI image and video generation tools are speeding up content production drastically, while automated messaging systems can now achieve “personalization at scale like never before.”

However, the Publicis chief stressed that AI should only be considered a tool that people can use to augment their lives.

“We should not believe that AI is more than a tool,” he added.

And while AI is likely to impact some jobs, Levy ultimately thinks it will create more roles than it destroys.

“Will AI replace me, and will AI kill some jobs? I think that AI, yes, will destroy some jobs,” Levy conceded. However, he added that, “more importantly, AI will transform jobs and will create more jobs. So the net balance will be probably positive.”

This, he says, would be in keeping with the labor impacts of previous technological inventions like the internet and smartphones.

AI is moving from curiosity to action, Publicis' Maurice Levy says

“There will be more autonomous work,” Levy added.

Still, Nicole Denman Greene, analyst at Gartner, warns brands should be wary of causing a negative reaction from consumers who are skeptical of AI’s impact on human creativity.

According to a Gartner survey from September, 82% of consumers said firms using generative AI should prioritize preserving human jobs, even if it means lower profits.

“Pivot from what AI can do to what it should do in advertising,” Greene told CNBC.

“What it should do is help create groundbreaking insights, unique execution to reach diverse and niche audiences, push boundaries on what ‘marketing’ is and deliver more brand differentiated, helpful and relevant personalized experiences, including deliver on the promise of hyper-personalization.”



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Capgemini acquires India-based WNS for $3.3 billion to boost AI business services – Firstpost

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Capgemini expects the deal to be closed by the end of 2025 and be immediately accretive to its revenue and operating margin

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France’s Capgemini has agreed to buy technology outsourcing firm WNS for $3.3 billion in cash to expand the range of AI tools it offers for companies, the IT services group said on Monday.

The deal equips Capgemini to create a consulting business service focused on helping companies improve their processes and cost efficiency with the use of artificial intelligence, namely generative AI and agentic AI, which it expects to attract significant investments.

The purchase price translating to $76.50 per WNS share represents a 17% premium compared to their last closing price on July 3 and does not include WNS’s financial debt, Capgemini said.

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Its interest in India-based WNS, whose services include business process outsourcing and data analytics, was first reported by Reuters in April.

“WNS brings … its high growth, margin accretive and resilient Digital Business Process Services … while further increasing our exposure to the US market,” Capgemini CEO Aiman Ezzat said in a press statement.

WNS’s customers include large organizations such as Coca-Cola, T-Mobile and United Airlines.

On a conference call with media and analysts, Ezzat said the acquisition would immediately create cross-selling opportunities between the two companies, mainly in the U.S. and Britain.

Capgemini expects the deal to be closed by the end of 2025 and be immediately accretive to its revenue and operating margin.

However, its shares fell around 5% following the news, the biggest losers on Europe’s benchmark STOXX 600 index as of 1024 GMT, with Morgan Stanley analysts saying the deal would limit its balance sheet flexibility while not having a major impact on financials.

Some investors are also concerned that Gen AI could impact the typically staff-intensive business process outsourcing (BPO) market, which could bite into Capgemini’s revenues and expose it to new competition, the analysts said in a research note.

“We expect investors to be able to see the opportunity that could come from disrupting BPO with Gen AI but think some evidence will be needed to convince the market WNS is the right vehicle,” they added.

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Cambridge Judge Business School Executive Education launches the AI Leadership Programme in collaboration with Emeritus

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The programme explores future-focused AI strategies and frameworks to foster innovation, accelerate organisational growth and build resilience.

CAMBRIDGE, England, July 7, 2025 /PRNewswire/ — Cambridge Judge Business School Executive Education announces the launch of its four-month Cambridge AI Leadership Programme. This programme equips leaders with both strategic insights and practical knowledge to harness AI for business transformation. Launched in collaboration with Emeritus, a global leader in making high-quality education accessible and affordable, enrolment is now open for a September 2025 start.

Artificial intelligence (AI) is transforming industries, and organisations are eager to understand and leverage its full potential to enhance efficiency, drive innovation and stay competitive. According to Forbes, 68% of employers consider AI to be crucial for future success. However, many AI projects fail due to a lack of strategic leadership and integration. The Cambridge AI Leadership Programme helps participants navigate the complexities of AI adoption, identify scalable opportunities and build a strategic roadmap for successful implementation.

Through a blend of in-person and online learning modules, participants will develop an understanding of AI concepts, applications and best practices to enhance decision-making skills as well as examine digital transformation and ethical AI governance. They will engage directly with world-renowned Cambridge faculty, industry experts and global peers while immersing themselves in the rich Cambridge ecosystem. By the end of the programme, participants will be prepared to implement AI strategies that deliver operational excellence and long-term organisational success.

“AI is a transformative force reshaping business strategy, decision-making and leadership. Senior executives must not only understand AI but also use it to drive business goals, efficiency and new revenue opportunities,” says Professor David Stillwell, Co-Academic Programme Director. “The Cambridge AI Leadership Programme offers a strategic road map, equipping leaders with the skills and mindset to integrate AI into their organisations and lead in an AI-driven world.”

“The Cambridge AI Leadership Programme empowers decision-makers to harness AI in ways that align with their organisation’s goals and prepare for the future,” says Vesselin Popov, Co-Academic Programme Director. “Through a comprehensive learning experience, participants gain strategic insights and practical knowledge to drive transformation, strengthen decision-making and navigate technological shifts with confidence.”

The programme is designed for senior leaders looking to lead transformation, unlock new revenue opportunities and integrate AI technologies into business operations effectively. It bridges the critical gap between technology and business strategy, preparing leaders to achieve AI-driven business goals.

“We are delighted to collaborate with Cambridge Judge Business School Executive Education to help senior leaders deepen their understanding of AI’s strategic applications and build foresight to balance innovation while managing risk,” says Mike Malefakis, President of University Partnerships at Emeritus. “Through blended learning, the Cambridge AI Leadership Programme enables participants to leverage AI tools and strategies for business optimisation and growth.”

The Cambridge AI Leadership Programme starts on 22 September 2025. For more information and to apply, please visit the programme website.

About Cambridge Judge Business School

Cambridge Judge Business School leverages the power of academia for real-world impact to transform individuals, organisations and society. Since 1990, Cambridge Judge has forged a reputation as a centre of rigorous thinking and high-impact transformative education, situated within one of the world’s most prestigious research universities and in the heart of the Cambridge Cluster, the most successful technology entrepreneurship cluster in Europe. In the Research Excellence Framework (REF) 2021, Cambridge Judge placed first in the Times Higher Education rankings for Business and Management Studies in the United Kingdom. Ninety-four per cent of Cambridge’s overall REF submissions were rated as “world leading” or “internationally excellent”, demonstrating the major global impact that Cambridge Judge researchers are making on society. Cambridge Judge pursues innovation through interdisciplinary insight, entrepreneurial spirit and collaboration. Cutting-edge research is rooted in real-world challenges, and students and clients are encouraged to ask excellent questions to create real-world change. Undergraduate, graduate and executive programmes attract innovators, creative thinkers, thoughtful and collaborative problem-solvers as well as current and future leaders, drawn from a huge diversity of backgrounds and countries.

About Cambridge Judge Business School Executive Education

Cambridge Judge Business School Executive Education offers a wide range of open-enrolment and customised programmes that will test, challenge, encourage and inspire you. We will help you embrace the knowledge and skills you need – to grow in confidence and to evolve and adapt. Get ready to lead purposefully, manage effectively and innovate in an increasingly complex future.

About Emeritus

Emeritus is committed to teaching the skills of the future by making high-quality education accessible and affordable to individuals, organisations and governments worldwide. It does so by collaborating with more than 80 top-tier universities across the United States, Europe, Latin America, Southeast Asia, India and China. Emeritus’s short courses, degree programmes, professional certificates and senior executive programmes help individuals learn new skills and transform their lives, companies and organisations. Its unique model of state-of-the-art technology, curriculum innovation and hands-on instruction from senior faculty, mentors and coaches has educated more than 350,000 individuals across more than 80 countries. For more information, please visit https://emeritus.org.

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Capgemini falls as WNS deal raises questions over AI’s business impact — TradingView News

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** Shares in French IT services firm Capgemini CAP fall more than 5% to their lowest price since late April, after it agreed to buy WNS WNS for $3.3 billion of cash

** Analysts from Morgan Stanley say investors are concerned over the impact of Gen AI on the business process outsourcing (BPO) market that Capgemini wants to develop into

** “The bear case is that new technology would shift BPO from a people intensive business to one which is much more highly automated and managed by software and not people” – MS

** This could mean reduction of BPO revenues and exposure of incumbent vendors to competition from new entrants, MS adds

** “We expect investors to be able to see the opportunity that could come from disrupting BPO with Gen AI but think some evidence will be needed to convince the market WNS is the right vehicle,” MS says

** The analysts add WNS is not large enough to be transformational to Capgemini’s financials, while the deal is using up its balance sheet firepower for a couple of years

** Capgemini’s shares are at the bottom of Europe’s benchmark STOXX 600 index SXXP



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