AI will not take your job.

Data already did.

Publicis grew 4.8 per cent and put AI on the headline.

I used an LLM to dig into the numbers.

Connected Media. 60 per cent of the revenue. Growing fast. Intelligent Creative. Barely moving.

Sadoun said it plainly. Without identity, you cannot prove what your money did.

That is the part I cannot stop thinking about.

Media can prove what it delivered. Data can prove what it delivered. The idea never could.

You can see AI. That is why everyone argues with it. Data has been below you the whole time.

So what happens to the idea now?