The way people shop has stretched and shifted. H2 is a series of distinct retail rhythms, each with its own audiences, behaviours and opportunities that brands must understand.
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We are missing an opportunity to create work that truly appeals to the flesh and bones and beating hearts of the human.
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Social platforms promised reach. What they delivered was dependence, collapse and lost audiences. Media owners, advertisers and agencies now face the same trap with AI.
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.
Media planners need to use data, analysis and good old-fashioned common sense and judgement as a trusted advisor to advertisers, not as a credulous spinner of the established narrative or for commercial gain.