AI

The future of advertising lies in embracing technology without losing the human element, finding creativity within constraints, and combining precision and empathy.

There is no time to waste to manage the potential risk of the “RFK factor”.  The time to prepare for this C-Suite level risk is now.

While some not so great applications of GenAI have emerged over the last twelve months, we shouldn’t let those detract from fundamentally changing how we aspire to reach audiences in the future.

Now is definitely the time to tap into AI technology to optimize marketing performance. And it makes sense to look beyond the leading platforms to find the AI-powered solutions that most effectively enable growing your business.

Ultimately, the real magic of marketing is found in the relationships we build and the narratives we craft, and there’s nothing more human than that.

Parenting isn’t done in isolation – as a parent, you rely on family, schools, and communities to help raise your children. AI is similar: businesses should rely on partnerships: consultancies, open-source communities, and collaborations to build robust AI systems that deliver lasting competitive advantage and grow with a company’s evolving needs.

Going forward into 2025, advertisers won’t care whether a piece of content appears on YouTube, Netflix, Hulu or Prime, as long as they can access and take advantage of a video’s data.

By Andy Rowe, Chief Marketing Sciences Officer at RAPP In the global marketing landscape, we all know the frustration: a beautifully crafted campaign, designed with care at the central level, gets lost in translation when rolled out across regions. What works brilliantly in one market might barely register in another, and before you know it,…

Ultimately, as LLMs advance, intelligence itself is becoming a commodity. For businesses seeking competitive advantage, the key differentiator will be about using GenUI to shape that commodity to solve the right problem in the right way.

How we determine what’s truly important will shape the future of how we interact with information — and each other.