Why are only around 5% of megaprojects completed on budget, on time or deliver intended benefits? OMG UK’s Phil Rowley condenses Bent Flyvbjerg’s pitfalls and their solutions into three takeaways that have immediate implications for marketers.

Is dynamic story optimisation going to become a thing? Are we all showrunners now?

AI is capable of data-crunching on a colossal scale to identify patterns and anticipate demand. Imagine this scaled across entire transport infrastructures, reducing delays, cutting wait times and smoothing the movement of people.

In a world where attention is expensive, your message must be economical. It doesn’t matter if this is creatively valid — this is the reality we face now.

When it comes to the future, are we looking in the right place? Slush offers a glimpse of the next decade in technology that, in turn, may mould the businesses and consumers of the 2030s.

Our pasts are now indexed like any other webpage. What does that do to the consumption of, and our appreciation of, media?

Ideas become easier to realise when tools cost less, resulting in more creativity. Gen AI can help us all progress our creativity and output, regardless of skill and talent.  

Futuristic ads give us clues about what concerns consumers may have and what products may alleviate those concerns — as well as the power of brands. 

Is innovation in our DNA or is it a learned behaviour? Actually, we need to possess a burning desire to innovate but we also need to be present in an environment where innovation can flourish.

AI might push us to be more original and force us to place more value on striving to invent or deliver the never-seen or never-heard to avoid competing with machines.