Speaking to the Irish Examiner at the Pendulum Summit in Dublin, Mr Sutherland said that competing with entrenched competitors is unlikely to be effective and instead companies should consider new angles of attack. Photo: Brian Lawless/PAThis led to a back and forth with Mr Musk who subsequently asked his followers on the social platform X whether he should buy the budget airline. Mr Sutherland called Mr O’Leary’s feud with billionaire Elon Musk “fantastic”, and called whoever does the Ryanair social media an “unacknowledged genius of the advertising industry” because of how funny they are. However, he believes Mr O’Leary is wrong in that there are ways to make it more likely people will pay for internet on flights. AIOn the future of AI, and its potential impact on marketing, Mr Sutherland said the technology presents “significant creative opportunities” for ad agencies as well as the general public.

Source: Irish Examiner January 23, 2026 17:23 UTC