Why brands must move fast to keep pace with consumer AI adoption

The evolution of AI is transforming the way consumers engage with brands and media; experiencing individualised news based on viewing history, for example, or receiving personalised content – or even generative imagery – based on what an AI thinks would be most resonant with a specific audience.
Of course, the core principles of marketing haven’t changed, but the way marketers create and execute campaigns has been revolutionised. AI enables brands to understand better (and faster) what creative and messaging will chime with customers, and how to invest budget and buy media more effectively.