Agents such as OpenAI’s Atlas will sit between brands and audiences, controlling discovery, influencing consideration, and in many cases making the purchase decision. Don’t get filtered out says Mindshare UK’s head of futures and innovation.

Mindshare’s futures chief, Sophie Harding, looks back on 10 years of trends forecasting and how this helps us make sense of the future.

Trust in podcast content also has a halo effect on the adverts themselves – and therefore on a brand’s bottom lines writes Sophie Harding