Rising costs associated with AI tokens are forcing marketing services groups to confront hard questions about how much they should be spending on AI. Token usage is “exploding” at Monks, according to co-founder and chief AI officer Wesley ter Haar. That’s to be expected, given the company’s client base of tech brands, production heritage and years-long investment in generative AI tools , but could become a source of friction in quarters to come. Parent company S4 Capital’s latest set of earnings, published last week, prompted a share price jump for the London firm ; strict cost discipline helped broaden margins to 12.3% and double its first…
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