The short version

Ari Paparo predicted on March 17, 2024: “According to Ari Paparo in the Marketecture podcast, ‘the investment levels are not what you’d expect for very large companies that are about to get wickedly disrupted.’ According to Paparo’s research: Publicis is spending $325 million over 3 years on a program called Core AI. WPP is spending $317 million in 2024 on…

Prediction by

Ari Paparo

On March 17, 2024

“According to Ari Paparo in the Marketecture podcast, ‘the investment levels are not what you’d expect for very large companies that are about to get wickedly disrupted.’ According to Paparo’s research: Publicis is spending $325 million over 3 years on a program called Core AI. WPP is spending $317 million in 2024 on a system called IQ.”

Follow-up

AI tools have accelerated, and holding companies are increasing AI-related messaging and initiatives, consistent with Paparo’s thesis that large disruption is ahead and that 2024 spending looked low relative to that risk. However, agencies have not yet been 'wickedly disrupted' meaning the full extent of the prediction is still evolving.

From the High Caliber AI network — see the AI for PR module in the course.