This week we’re joined by Chan Suh, Senior Partner and Chief Digital Officer at Prophet. We talk about why AI is changing business the way the web once did, why measuring AI adoption misses the point, and how companies can move beyond endless pilots to create real growth. Chan also shares new research on consumer trust and explains why the brands that put people first will have the advantage.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
