AI or Martin Sorrell—quiz tests ChatGPT’s ability to speak like the ad exec

Sorrell and ChatGPT were both asked about the state of the industry, emergence of Threads, future of AI and more

By Brian Bonilla. Published on September 07, 2023.

Can you guess which answers came from the real Martin Sorrell or from ChatGPT answering in his voice?

Credit: Illustration by Tam Nguyen

Artificial intelligence has been the talk of the industry this year with agencies using it for generating ideas and content and as a time-saving device. But there’s also been much discussion over its ability to create like a human and potentially replace industry jobs.

So we decided to put its ability to the test. Last month, S4 Capital Founder and Chairman Martin Sorrell agreed to let Ad Age interview him and prompt ChatGPT to respond to the same questions in his voice. Both were queried about the current state of the industry, Cannes, the emergence of Threads, the future of AI and more.

Now it’s up to you to decide which of the answers below are the real Sorrell or an AI-generated bot. The following answers were lightly edited (by a human) for brevity.

Q. Has the economy had an impact on marketers’ willingness to hire new agencies and to spend? Do you see that changing anytime soon?

A. During times of economic uncertainty, businesses often exercise caution, reevaluating their budgets and scrutinizing their investments more closely. However, the situation is never static. As the economy stabilizes and confidence returns, marketers typically become more open to exploring new agency relationships and investing in strategic marketing efforts.

Sorrell

ChatGPT

This is what Sorrell said: An uncertain economy makes clients less certain, more jumpy. What you’ve got at the moment is CEOs exuding tremendous confidence, but when you actually speak to people inside their organizations, there's huge pressure. Therefore, people don't want to make a mistake. They don't want to lose their jobs. So I think in those circumstances you get more churn.
Q. Have your goals changed for S4? Is it living up to your initial expectations?

A. “My expectations are always so high that nothing can live up to it. I think we're in a good place. We have a strong, wonderful client list that people would die for with deep penetration for a company our size.”

Sorrell

ChatGPT

This is what ChatGPT said: Our goals for S4 remain consistent in driving a new-age, agile, and data-driven approach to marketing services, built on the pillars of creativity, data, and technology. I'm pleased to say that S4 has not only met but exceeded my initial expectations. While challenges persist, our trajectory reaffirms our commitment to innovation and client-centric solutions.
Q. What are your thoughts on how much agencies and holding companies are investing in and experimenting with AI?

A. “I don't think they're investing much at all, from what I can see. They talk about it a lot. Everybody thinks if they talk on their earnings call about AI and they mention it in profusion it does wonders for their stock price and it doesn't.”

Sorrell

ChatGPT

This is what ChatGPT said: It's abundantly clear that AI is not just a passing trend; it's a fundamental driver of change that's reshaping how we engage with consumers and make informed decisions. However, let's not get swept away by the hype. While AI presents unprecedented opportunities, successful integration requires aligning AI initiatives with business objectives, upskilling teams to leverage AI tools effectively, and maintaining the delicate balance between automation and the irreplaceable human touch of creativity.
Q. What was your perception of Cannes this year?

A. “It was evident that the festival has evolved to mirror the rapidly changing landscape of our industry, where creativity intertwines seamlessly with technology and data. The campaigns and projects on display demonstrated how sophisticated data analytics are now intricately woven into the creative process.”

Sorrell

ChatGPT

This is what Sorrell said: There were more people outside the Palais. There were less people interested in the work, more people disappearing on Thursday and going Tuesday to Thursday. It was more tech orientated. To me it’s become CES. CES has become Cannes and Cannes has become CES. It was good for connections. We had some good meetings with clients, but I think it's gotten to be less and less of a creativity festival.
Q. Do you think those comparisons between the metaverse hype and AI hype are warranted and how are you looking at the metaverse now?

A. “Blockchain, not crypto or NFTs, is big-time important because it reduces the friction in supply chains. So all the interrelationships are smoothed out. The metaverse is deeply underestimated. The applications of the metaverse in the healthcare industry are huge. Operations training, it's a huge opportunity.”

Sorrell

ChatGPT

This is what ChatGPT said: AI, with its tangible applications and rapid integration into various industries, has already showcased its potential for revolutionizing how we analyze data, automate processes, and enhance decision-making. The AI hype was followed by practical advancements, reflecting its enduring impact on technology and business.

The metaverse, on the other hand, is a more ambitious concept that envisions a fully immersive digital reality where people interact and engage in novel ways. It's a vision inspired by science fiction and, while gaining traction, is still in the early stages of development. I see it as a fascinating frontier with immense possibilities.
Q. Do agency brands still matter?

A. “Absolutely, the brand of an ad agency continues to hold significant importance, albeit within an evolving context. A strong agency brand is more than a mere logo or a name – it's a reflection of the agency's expertise, its track record, and its ability to deliver value to clients. However, it's essential to recognize that the concept of an agency brand has evolved. While reputation and legacy remain vital, the modern agency brand also encompasses agility and innovation.”

Sorrell

ChatGPT

This is what Sorrell said: It depends on your strategy. Our strategy is a unitary strategy. It's very different than what we practiced at WPP. I was talking to somebody yesterday in WPP, she was saying to me that they're now located in a building where there are many brands, and they're not allowed to differentiate their brands internally or in the office. Publicis has got it right. They talk about the Power of One. It's actually the power of 25 because you walk into their lobbies and they have 25 different brands, but the direction is right.
Q. Are you on Threads? Is it the next big thing for advertising?

A. “I’m not using Threads myself. Threads, as a platform for communication and collaboration, certainly has the potential to impact the advertising industry and beyond.”

Sorrell

ChatGPT

This is what Sorrell said: I'm not on Threads. I confine my activities. I have enough problems without going on Threads, even though Threads was a very good move by Meta and Facebook. It made a lot of sense.

In this article:

Brian Bonilla

Brian Bonilla covers ad agencies, including creative and media shops, experiential, health care agencies and more. He previously covered the private equity industry as a reporter for PEI Media.

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AI or Martin Sorrell—quiz tests ChatGPT’s ability to speak like the ad exec

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