Tag: AI

The real question is not whether AI will make advertising more efficient. It almost certainly will. The real question is whether the industry can prevent “better performance” from becoming a euphemism for worse markets, weaker trust, and bigger external costs.

At the end of the day, AI stands for different things to different people and, in my experience, it is artificial and its “intelligence” is debatable.

Search marketers must also become experts in the evolving effect of AI on search.

Much of the fragmentation that defines digital advertising today exists because humans are stitching together dozens of tools, intermediaries and data layers.

The question isn’t whether your brand is ready for AI. It’s whether your operating model is ready for anything at all.

The audience isn’t going anywhere. The targeting, measurement and self-serve tools will get built because OpenAI can’t scale a real ads business without them.

It’s tempting for large, established brands to believe they’re insulated. History suggests otherwise.

The $1 trillion question isn’t how to make more. It’s how to finally know what works.

If your AI strategy is not designed to deepen what your organisation uniquely knows, it is not a strategy. It is an efficiency programme looking for a narrative.

Publishers may be getting the legal framework, but what they still lack is the measurement layer that tracks what actually happens to their content once it enters an AI system.

Although we are not leaving optimisation behind, brands must make a more conscious effort to identify the messages that travel across content. 

AI may industrialise advertising, but it will not automate taste.

The industry will need new frameworks and better technology to help clarify what “real” engagement actually means, and it needs them today, not tomorrow.

For rights holders seeking to future-proof their sponsorship strategy, the AI Experience Room may represent the next generation of monetizable sponsorship assets.

Agents, with buyers and sellers as their masters, provide an opportunity to reshape all facets of the digital advertising market in the interests of its participants, not its gatekeepers.

Everyone has an AI agent now. Very few have one that actually knows what it’s looking at. That distinction is the whole game.

In 2026, production isn’t a scarce resource, but perspective can be.

AI-built models are designed specifically to take advantage of correlations between a brand’s audience and behaviors exhibited within a database, no matter how counterintuitive those correlations may seem on the surface.