More Opinion articles

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.

The shift from subscription models to ad-supported revenue in streaming is fundamentally altering what gets made, how it gets promoted and which audiences get prioritised. This has implications for the entire ecosystem.

Other luxury brands can learn from Range Rover’s media planning and not forget the psychology of domestic diplomacy when it comes to big purchases.   

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.

The live sport experience starts before the first whistle, from pre-match meals to watch parties to attending fan zones. For brands, that’s a goldmine of moments to connect — but also a challenge. 

LLMs build trust and relevance by citing external sources. Every high‑authority site you do not yet occupy is an invitation to shape how LLMs perceive your brand. 

A journalist trainee could probably pick out the identities of the newspapers simply from their headlines. But have they all painted too rosy a picture of the prospects of a deal?

Seeing yourself reflected in your workplace and your industry helps build self-esteem, confidence and a sense of belonging — all essential for good mental health.

Could the deal shift the perception that quality content is stuck behind paywalls and open the door to more free services? What does this mean for broadcasters and advertisers?

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.