When AI becomes the shopper, who gets the ads?

AI is changing advertising — from how brands understand audiences and create campaigns to how they reach customers online. 

WPP Chief AI Officer Daniel Hulme joins CNBC’s Arjun Kharpal to explain why the next shift could come as AI agents start making recommendations and purchases on people’s behalf. If AI becomes the intermediary between a brand and a consumer, who is the real customer — the person or their personal AI? 

Hulme also discusses AI-generated creative work, synthetic audiences, the future of advertising in chatbots and why he believes the industry should focus less on “AI ethics” and more on testing, safety and responsibility. 

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