by Dana Lee on 10th Sep 2026 in Video Interviews

Liz Duff, managing director at Mediaplus UK, joined ExchangeWire's John Still at Cannes to discuss how agencies can adopt AI responsibly and use it to drive value.

Liz's role is centred on transformation: ensuring the agency has the right structures, capabilities, and commercial discipline in place to meet client needs, while removing complexity so teams can focus on what really matters.

Liz sees AI as an opportunity, but emphasises the importance of a learning mentality and working collaboratively with the technology. Using AI for efficiency is a short-sighted approach. Agencies should apply their own judgement and understanding of human behaviour to AI to do things better, not just faster.

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