Tech Holdco Leaders Discuss AI Development Challenges

AI in media buying dominated conversations at Cannes Lions last week, shaping how holding‑company tech leaders describe both the promise and the pitfalls of integrating artificial intelligence into agency workflows.

Panelists wrestle with rapid experimentation and governance

During a session moderated by 4A’s CEO Justin Thomas Copeland, heads of technology from the major holding groups – Helen Lin (Publicis), Jarrod Martin (Omnicom), Slavi Samardzija (Stagwell), Amy Thorne (Dentsu) and Lauren Wetzel (WPP) – discussed what it feels like to be on the front lines of AI adoption. Copeland noted the “existential moments” executives face, where internal teams expect immediate answers despite the steep learning curves.

Wetzel emphasized that the focus should be on brand building rather than the tech itself, pointing out that the consumer journey is now “more intelligent, more fragmented, and frankly more AI‑mediated.”

AI reshapes how audiences interact with content.

Samardzija added a dual perspective: “We are advertising to bots, but we’re also advertising to humans.” He stressed that creativity and emotional resonance remain essential, even as bots “never sleep,” making agility the new battleground for marketers.

Speed, risk‑taking, and the rise of the “orchestrator”

Thorne described AI as a catalyst for faster experimentation. “We have to be unapologetic and go for it, even if we break some shit,” she said, noting that rapid testing must still respect governance frameworks. Wetzel echoed this, highlighting a growing demand for “orchestrators” – professionals fluent across creative, media, data and technology – who can bridge silos and drive connected intelligence.

Samardzija explained that these orchestrators need deep subject‑matter expertise, describing the role as “a master at everything.” He warned that finding such talent is “a challenge that goes well beyond technology,” implying that upskilling will be a long‑term priority for the industry.

Fragmentation, data stitching and platform openness

Martin warned that AI could increase fragmentation within the advertising ecosystem. He noted that supply‑side platforms (SSPs) are evolving into demand‑side platforms (DSPs), leading to “direct integration from advertiser to publisher” and a “mess of data that needs to be stitched together.” According to him, the real hurdle is not technical but the willingness of platforms to open up their data pipelines.

Lin observed that clients are now more willing to take risks on experimentation, yet they often lack the assets or budgets to act on AI‑driven insights. “We present better opportunities, and they can’t act because they don’t have the internal AI governance approvals,” she said, showing a gap between agency capabilities and client readiness.

Agency moves and new partnerships

At Cannes Lions, Dentsu’s Carat won the Media Network of the Year award, even as its North American CEO Michael Law departed for a senior role at TelevisaUnivision. Dentsu also secured Air India’s media account, taking work from the airline’s parent, Tata Group, while announcing a data partnership with CreatorIQ that merges dentsu.Audiences with CreatorIQ’s AI‑enabled platform.

Independent agency network Worldwide Partners added comms firm Keino Group to its roster, and Novus hired Krithika Rosenthal as managing director of strategy and integrated outcomes, after she left Wavemaker where she led a strategy group.

“The challenge that agencies have today is principally that what they’re selling is people hours – that’s still the economic unit they get paid on,” said Tim Castree, CMO of DoorDash, reflecting a broader industry concern about the sustainability of labor‑based pricing models.

Client‑side AI developments and ad format experiments

Omnicom Media disclosed new collaborations with major streaming services – Netflix, Disney Advertising, Vital and NBCUniversal – focusing on connected TV initiatives.

Overall, the Cannes discussions painted a picture of an industry in flux: agencies are eager to experiment, clients are cautiously optimistic, and the technology setting continues to evolve in ways that demand both speed and careful stewardship.