Advertising looks like one of the world’s most digitised industries. But while software transformed how media is bought, much of the actual work still runs on emails, spreadsheets, decks and manual processes.

In the first episode of The Prompt & The Pitch, Sean and Cameron explore why advertising is now facing two revolutions at once: software finally changing the work, just as AI makes intelligence and judgement far more accessible.

They discuss:

• Why software ate the ad spend, but not the work
• The agency business model’s incentive problem
• What agencies actually sell when judgement is no longer scarce
• How companies can turn their knowledge and data into a genuine advantage
• What advertising can learn from AI-native legal technology
• Why agentic buying could reshape AdTech and programmatic
• Cameron and Sean’s predictions for the industry’s next few years

The old advertising model is under pressure. The question is what replaces it.