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WPP, Havas, Omnicom: Are advertising’s biggest holdcos recasting agencies as AI Operating Systems?

Elon Musk’s companies X and xAI have filed a lawsuit against Apple and OpenAI, accusing the two firms of colluding to block competition in the artificial intelligence market.
The suit claims Apple is “desperately” protecting its smartphone dominance by partnering with OpenAI, which it labels “a monopolist in the market for generative AI chatbots.” Apple announced the partnership last June, with ChatGPT integration expected to roll out on its devices by December.
The legal action marks the latest escalation in the Musk–Altman feud. Musk, a co-founder and former co-chair of OpenAI, has repeatedly attacked the company’s for-profit structure. Earlier this year, he filed a separate suit challenging OpenAI’s nonprofit-to-for-profit transition and even made an unsolicited $97.4 billion takeover bid, which was rejected.
Earlier this month, Musk alleged on X that Apple’s integration with OpenAI makes it “impossible for any AI company besides OpenAI to reach #1 in the App Store.”
From purpose-driven work and narrative-rich brand films to AI-enabled ideas and creator-led collaborations, the awards reflect the full spectrum of modern creativity.
Read MoreThe Storyboard18 Awards for Creativity have unveiled a Grand Jury comprising some of India’s most influential leaders across advertising, business, policy and culture, positioning it among the country’s most prestigious creative award platforms.