that's sir martin sorrell�*s case. man who's built the world's biggest advertising company has been speaking to the bbc�*s aaron heslehurst.. and he's also said advertising companies need to self—regulate on the ethics of using the technology. we've already taken a position that, for example, we won't alter pictures. let's say we had a white actor. we wouldn't convert that white actor to a black actor or vice versa. so we have already put into place ethical protocols that we think are important. this comes back to the self regulation point. i mean, it is hopeless for the regulator, in my view, to believe that he or she can keep up with this. what the governments have to do and regulators have to do is to put pressure on the tech companies to behave in a totally responsible way. having said that, there will always be bad actors. do i think that in next year's american presidential election, some nefarious people will be using al to generate fake images or orfake ads orfake interventions? yes, i think that will happen. b

let's focus on attempts to regulate ai now — because sir martin sorrell — the man who built the worldws. he told me that regulators will struggle to keep up with the developments in artificial intelligence. but he said in the advertising industry, companies are already agreeing on the ethics of using the technology. we've already taken a position that, for example, we won't alter pictures. let's say we had a white actor, we wouldn't convert that white actor to a black actor or vice versa, so we have already put in to place ethical protocols that we think are important. this comes back to the self—regulation point. it is hopeless for the regulator, in my view, to believe that he or she can keep up with this thing. what the governments have to do and regulators have to do is to put pressure on the tech companies to behave in a totally responsible way. having said that, there will always be bad actors. do i think that in next year's american presidential election some nefarious people will be using al to generate fake images or fake ad or fake interventions? yes, i think that will happen

also on the show a legend from the advertising world, sir martin sorrell.world's biggest ad company. he talks about how this technology is changing his industry already. wherever you arejoining me from around the world, once again, a big hello and a warm welcome to the show. have you heard about a little thing called ai? unless you have been living under a rock, you cannot have failed to have noticed the phenomenon that is being called the new tech revolution. artificial intelligence itself has been around for years but since the launch of the latest large language model processes, your chat gpt, your google bard, for example, we have all begun to take notice and the reaction has been huge. it has sparked a gold rush in the tech world and a new global dash for a piece of the cake. the ability for computers to create humanlike responses to complex problems offers huge potential, to alter the way that we live and work. i'm sure you will also be made aware of the potential pitfalls. from veiled warning sirens being sounded by front line workers sounded, worrie

claiming infringements if other branding could cause consumer confusion i just got off the own with martin sorrellng company in the world, and i asked sir martin if he thinks musk should expect lawsuits on this. >> if i was using x, i probably would, yes. it's such a common symbol, as you say, he's bound to get significant litigation activity in terms of its use. >> so possibly more lawsuits, more controversial. what does this mean for brand value given that users in the market, this seems like a sudden pivot overnight from the iconic bluebird and tweeting to the x symbol. get used to that, liz. some put the brand degradation somewhere between $4-20 billion. remember that twitter is only worth $15 billion now according to fidelity, just a third of what musk paid for it. >> the brand has been affected. it has been diminished. it's not worth $# 4 billion -- 44 billion anymore, it may not be worth even half that figure. but if he repots it, rebrands it, repositions it and and can gain traction in these other areas, it's a way through. >> conversations with brand experts, they say if there's one entre