Cannes Lions: The End of Billable Hours? How AI Is Rewriting the Agency Business | Dr. Ali Alkhafaji, Apply Digital
Business of MarketingShow Notes
AI is no longer just changing how agencies work. It is starting to rewrite the economics of the entire services business. Recorded live at Cannes Lions 2026, Dr. Ali Alkhafaji, CEO of Apply Digital, joins The Business of Marketing to explain what an AI-first services company actually looks like once you move beyond the hype and into delivery, pricing, talent and client outcomes. Ali argues that the biggest opportunity does not come from layering AI onto existing workflows and chasing 20–30% efficiency gains. It comes from reimagining how work gets done entirely, creating the potential for 20–30x improvements. He explains Apply Digital’s move towards what it calls an “agentic customer experience” model, with humans setting the direction and AI agents helping execute at scale. That shift has profound implications for a services industry historically built around people, hours and utilisation. The conversation explores why: • outcomes are beginning to matter more than billable hours• training, enablement and governance separate AI leaders from laggards• simply adding AI to existing workflows is unlikely to create transformational value• human judgement remains essential in an agentic organisation• EQ and mastery of craft could become more valuable as AI takes on routine work• enterprise AI adoption is often a people problem rather than a technology problem Ali also discusses building AI at scale inside Omnicom, Apply Digital’s work towards ISO 42001, the growing “graveyard” of AI applications built without a clear purpose, and what happens to agency margins when both client and partner are incentivised to innovate. And on the question of jobs, his view is clear: “AI will not replace your job. Someone with AI will replace your job.” A conversation about what happens when AI stops being a pitch-deck story and starts fundamentally changing the business.
More from Business of Marketing
“Effectiveness over efficiency.” Recorded live at Cannes Lions 2026, Rory Dolan, VP of Marketing Strategy at Canva, joins The Business of Marketing host Justin Cooke to explore how AI, the creator economy and the democratisation of creativity are reshaping the future of marketing. As AI makes content easier and faster to produce, Rory argues that the real competitive advantage lies elsewhere: in the quality of the ideas, the stories brands tell and the emotional connections they build with audiences. Drawing on his experience across agencies, platforms and marketing science, he explains why brands must look beyond short-term metrics, resist the temptation to optimise everything for efficiency, and remember that creativity is ultimately about connecting with people. From the rise of the creator economy to Canva’s vision of making creativity accessible to everyone, Rory explores how brands can embrace new technology without losing sight of the fundamentals that drive long-term growth. In this episode, we discuss:
“If you want to go fast, go alone. If you're going to go far, go together.” Recorded live at Cannes Lions 2026, this episode of The Business of Marketing explores what it takes to unite a global advertising industry facing mounting pressures from AI and economic uncertainty to sustainability, talent and proving marketing’s value. Host Justin Cooke interviews Fredrik Borestrom, Global President and Chair of the International Advertising Association (IAA), about why the industry needs more than conversations about change. It needs collaboration, accountability and action. Drawing on his experience building partnerships, leading international organisations and working across markets, he explains how creativity can solve real-world problems, why trust is built through consistent action, and how brands can create long-term value rather than chase short-term gains. From making advertising more sustainable to widening access to talent and building partnerships that deliver mutual value, Fredrik makes the case for a more connected, responsible and representative industry. In this episode, we discuss:
Recorded live at Cannes Lions 2026, Justin Cook sits down with Lana Busignani, CEO of MarketCast, to explore what it takes to turn complex data, fragmented products and ambitious growth plans into real business results. In an industry overflowing with information, AI-powered tools and promises of innovation, what do clients actually need? For Lana, the answer is clarity, speed and insights that lead to action. Drawing on her experience across analytics, media, advertising and consumer insights, Lana shares how businesses can simplify their offerings, identify new opportunities for growth and build stronger relationships between product, sales and marketing. She also challenges leaders to rethink how they approach innovation, strategic partnerships and team culture. From knowing when to let go of products that no longer work to having the confidence to take on a role before you feel completely ready, this is a conversation about making smarter decisions, building stronger businesses and creating the conditions for people to thrive. In this episode, we explore:
Recorded live at Cannes Lions 2026, Justin Cook sits down with PJ Pereira, advertising pioneer, co-founder of Pereira O’Dell and co-founder of Silver Side AI, to explore why the creative industry is facing a revolution and why the biggest risk might be failing to embrace it. From AI-powered campaigns for global brands to the future of creative agencies, PJ challenges the industry to rethink everything it knows about creativity, technology and the business of marketing. He argues that curiosity means being willing to waste time, that the best ideas can begin with what seems impossible, and that AI could give creatives unprecedented control over their ideas. But with the economics of creativity shifting, the creator economy reshaping culture and the relationship between brands and agencies evolving, what does it take to stay ahead? In this episode, we also explore:
In this episode of The Business of Marketing, recorded live at Cannes Lions 2026, Justin Cooke sits down with Paul Blackburn, Chief Growth Officer at Vudoo, to explore the rapidly evolving world of shoppable media and commerce. Paul explains why the next generation of advertising is about removing friction between seeing something and buying it while still protecting the consumer experience. In the conversation: