{"id":9406,"date":"2025-10-14T14:39:41","date_gmt":"2025-10-14T18:39:41","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/14\/less-a-more-i-how-media-companies-win-by-activating-what-they-already-have\/"},"modified":"2025-10-14T14:39:41","modified_gmt":"2025-10-14T18:39:41","slug":"less-a-more-i-how-media-companies-win-by-activating-what-they-already-have","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/less-a-more-i-how-media-companies-win-by-activating-what-they-already-have\/9406\/","title":{"rendered":"Less A, More I: How Media Companies Win By Activating What They Already Have"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jon Reilly, Akkio CEO and Co-Founder<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The fastest path to AI performance gains isn&#8217;t through point solutions. It&#8217;s through partnering with experts to activate the intelligence and data you already have inside your walls.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That insight was on full display at Advertising Week. In our session, &#8220;Less A, More I: Accelerating Media Through Data Expertise,&#8221; featuring Matt Spiegel, EVP, TruAudience Growth Strategy, Transunion, and Jamie Seltzer, Global Chief Data &#038; Technology Officer, Havas, the attendance told its own story: people are tired of the AI hype cycle. They\u2019ve sat through enough vendors promising AI transformation. Now, they want results.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But saying &#8220;activate what you have&#8221; is easy. Understanding what that actually means \u2014 and why so few companies are doing it \u2014 is where the real conversation began.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Intelligence You&rsquo;re Ignoring<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Your best planners have workflows that consistently deliver results. Your senior analysts have approaches that surface insights others miss. This institutional knowledge \u2013 the expertise that lives in Teams messages, gets passed through shadowing, and walks out the door when people leave \u2013 is your real competitive advantage.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Jamie said succinctly: &#8220;There are so many pockets of innovation, so many pockets of somebody built an agent that automated their workflow and someone else might find that interesting but how does that work?&#8221;<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Intelligence exists everywhere, but it&#8217;s isolated, unstable, and often invisible. The natural response is to look outward and buy platforms that promise solutions. But that impulse is exactly that \u2013 impulsive.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why Companies Keep Shopping Instead of Activating<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">If buying isn\u2019t the answer, is building the solutions internally? Matt reframed the question: &#8220;You need a partner network. The chance that any one company is gonna solve all of the issues by themselves is pretty crazy.&#8221; But, he added, none of it works without a solid data foundation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Most media companies haven\u2019t mapped the intelligence they already have, let alone figured out how to scale it. They\u2019re shopping for solutions to undefined problems. Activation isn\u2019t glamorous \u2014 there\u2019s no highlight reel for organizing client data \u2014 but without that foundation, AI tools underdeliver.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Unglamorous Work that Actually Matters <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Here\u2019s the critical distinction: personal AI agents (where individuals automate their own work) are useful for learning, like driveways: custom, personal, helpful.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Production AI, however, is the interstate: high-volume, auditable workflows that many people can run. When someone leaves, another can step in because intelligence is encoded into infrastructure, not trapped in one head.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Jamie put it perfectly: \u201cThere has to be some governance and framework, but there also has to be room to innovate and grow locally.\u201d The real challenge isn\u2019t choosing between control and experimentation; it\u2019s building systems that scale what works without killing creativity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Building these systems requires understanding context. Ask a language model to act without context, and it\u2019s like an uneducated analyst trying to do a job blind. Activation means capturing context so that workflows, data, and human expertise combine effectively.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Matt emphasized: \u201cYou can&#8217;t build AI at scale without the right data, governance, and training.\u201d Jamie added: \u201cIf you don&#8217;t have the right data, organized and clean, it doesn\u2019t matter if you build an AI agent. That\u2019s where you start.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many media companies want AI to be the fuel, skipping messy data governance. Platforms that work know better: there is no AI without a data foundation.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What It Looks Like When You Get it Right<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">When we discussed use cases, Matt noted, if we surveyed this room, we&#8217;d get dozens of different answers. The possibilities are endless, but the pattern is consistent: leverage unique data to operationalize intelligence that already exists.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I saw this firsthand running marketing at my previous company. We needed to prioritize sales leads. Using our specific customer data, we built a model to sort leads by likelihood to convert. This delivered a 30% lift, because we operationalized existing intelligence. This insight drove me to build Akkio, the AI workflow platform that helps media companies leverage their data effectively.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Matt offered a framework: Are you driving efficiency and faster cycles, or increasing predictability and better outcomes? Both work, but the key is focusing on your actual workflows and actually doing it, rather than continuing to shop for point solutions.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Window is Closing <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Matt added a sobering thought: economic pressures will force hard choices in the next 12\u201336 months. Companies that haven\u2019t activated existing assets will face a stark decision: double down on expensive tools that underperform, or abandon AI efforts entirely.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Those who activate first compound their advantages: using AI on problems they understand, with data they\u2019ve already collected, in workflows their teams trust. As Jamie emphasized, technology serves people, it doesn\u2019t replace them.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But institutional knowledge becomes scalable only when paired with systems, governance, and infrastructure that turn individual brilliance into organizational capability.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Activate Your Unique Data <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Your next competitive advantage isn&#8217;t in an AI point solution. It&#8217;s in partnering with AI experts who help you unlock the data and institutional knowledge unique to your media company.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At Advertising Week, the message from the room was clear: people are done with promises. They want results. The media companies seeing real progress with AI aren&#8217;t chasing every new tool. They&#8217;re choosing platforms that help them scale the intelligence, workflows, and data they already have. That&#8217;s Less A, More I in action, less hype, more real impact.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At Advertising Week, the message from the room was clear: people are done with promises. They want results.<\/p>\n","protected":false},"author":7,"featured_media":9407,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17,37],"topics":[2],"class_list":["post-9406","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","tag-awnewyork-2025-content","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Less A, More I: How Media Companies Win By Activating What They Already Have | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/less-a-more-i-how-media-companies-win-by-activating-what-they-already-have\/9406\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Less A, More I: How Media Companies Win By Activating What They Already Have\" \/>\n<meta property=\"og:description\" content=\"At Advertising Week, the message from the room was clear: people are done with promises. 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