Consumers understand AI considerably better than they did a year ago and are acting on that understanding with their spending.
BRANDS + MARKETERS
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The brands that succeed here don’t win because they wave a flag. They win because they understand the people behind it.
The instinct from most marketing teams is to add more channels, more targeting, more impressions, purely for the sake of doing more.
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AW SHORTS – BRANDS + MARKETERS
The underbelly of programmatic has always had issues like these. Right now, this double game appears to be a remarkably common state of affairs among ad platforms and their clients, and I think it’s time we all looked at it a bit harder.
Products (and charismatic CEOs for that matter) alone won’t protect businesses from the inevitable moments when something goes wrong – when tech falls behind, when consumer preferences change, or when market conditions evolve.
In 2025, 80% of women still can’t correctly identify a vulva on a diagram. That is a mind-blowing stat, and it’s frankly dangerous that we know so little about ourselves.
Brands are more successful when they integrate naturally throughout the process, instead of just popping in and feeling like an ad drop.
Misinformation isn’t just a problem for users anymore — it’s a branding crisis. As media platforms scale back moderation, advertisers are being forced into the role of risk manager—whether they like it or not.
Before your brand ever said a word, it could have dropped a beat. Not just any beat — the beat.
We still call it social media, but the way people use these platforms today has nothing to do with being social.
From creative and strategy to experiential and digital, here’s how key voices from across the industry are interpreting the latest findings, and what they believe marketers must prioritise to navigate the road ahead.
Whether it’s a last-second game winner, a viral TikTok trend, or a breakout Twitch stream, the path to relevance is no longer about reach alone. It’s about resonance.
During Converge @ Cannes, a group of brand, media, and advocacy leaders broke down why abandoning the LGBTQ+ community is not just a moral failure—it’s a catastrophic business decision.
What role do brands play in shaping those emotions to begin with?
The content arms race isn’t going away. But if brands want to thrive—not just survive—it’s time to rethink the systems behind the stories.
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