Tag: AI

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.

There’s an irony buried in the AI revolution that nobody wants to talk about.

Commerce media is a growth engine. But it is system intelligence, not isolated optimization, that determines how powerful that engine becomes.

In an industry where loyalty often depends on understanding as much as visibility, giving consumers a space to ask questions, explore ideas, and discover products in their own way may prove to be one of the most meaningful innovations of all.

The future of advertising will not be won by whoever finds the cleverest place to stick an ad in a chatbot.

Before we prematurely write the obituary for creativity, let’s focus on the opportunity to make meaning.

If machines outperform us at ads, that may simply mean we have treated ads as the primary battleground for too long.

Let’s stop asking what AI might take away, and start designing for what it can help people become.

For marketers watching the AI race, the takeaway is which company is structurally positioned to monetize AI at scale.