AI adoption, external threats and India’s moment: Sir Martin Sorrell on how the global playbook is changing

Artificial intelligence is no longer a distant promise — it is rapidly becoming a competitive necessity. Speaking on the shifting global landscape, Sir Martin Sorrell, Founder & Executive Chairman, S4 Capital on the sidelines of ET Now GBS highlighted why external pressures, not just technological curiosity, are pushing industries toward faster adoption, and why India remains a key growth story in a fragmenting world.

External threats accelerating AI

Sorrell pointed out that while consumers are embracing AI quickly, companies often move only when compelled by competition.

Sir Martin Sorrell said, “Consumers not just in India but everywhere are adopting AI very rapidly. Companies are doing less so.”

He added, “There are two verticals that we have seen very significant AI adoption… autos and financial services.”

On what drives change, he noted, “The real key to AI adoption… is external threat.”

And on who ultimately pushes transformation inside organisations, he said, “The biggest disruptor… is probably the CFO because that is where the pressure to be efficient and effective comes from.”

Advice for young professionals

Asked about guidance for the next generation, Sorrell emphasised adaptability and awareness of global shifts. Sir Martin Sorrell said, “Learn Chinese… learn Spanish… learn code. But with AI, you do not have to do any of that because AI will do it for you.”

On India’s trajectory, he observed, “India is emblematic of that… India will be at the centre.”

He also stressed the importance of strategic positioning: “Choosing the geographies where you trade… India scores heavily on that count.”

Short-term pressures reshaping brands

Sorrell warned that the growing dominance of quarterly metrics and investment cycles is changing how companies think about building brands.

Sir Martin Sorrell said, “People are becoming much more short-term.”

He explained, “Long-term brand building is being displaced… by a focus on activation and performance.”

Reflecting on this shift, he concluded, “Yes, I think it is the wrong thing, but it is part of the change that we are seeing.”

India’s window of opportunity

His remarks reinforce a broader message: in a world of geopolitical uncertainty, slower globalisation and persistent inflation, countries that combine growth with technological scale will stand out. India, with its expanding digital ecosystem and strong economic momentum, appears well placed — provided businesses continue to adapt.