Nigel Gilbert has spent more than two decades at the forefront of digital advertising. In the latest of NDA’s interview series, Decoding the Future of Advertising and Marketing, he explains that the “build, buy or partner” debate is back. But he thinks we're asking the wrong questions again…

Agentic AI is promising speed, scale and efficiency. But at this year’s Cannes Lions, conversations kept coming back to the risks: Is it brand safe? Is data secure? Can we trust it?