As AI beds in, is brand strategy becoming (ironically) all the more human? [Video]

With the new year upon us, The Drum Network gathered a panel to discuss the trends that might shape 2025: tech, of course but there’s still hope for humans in the mix. And good old-fashioned brand strategy might be due a revival.

Any new year brings with it a raft of tech predictions, and 2025 is no different. While difficult conditions might have beset the marketing industry of late, our panel of experts see the seeds of renewal in brand strategy and human creativity in the year ahead. Which isn’t to say things will be easy.

The main strategic issue at the moment, as Anna Rashid, chief digital innovation officer at Tangerine Communications, is that: “Media makes money in the absence of creativity.”

“Brands are operating in an echo chamber,” Rashid explains. “They’re creating these lovely ads about their merits. And they sit people in a room and say: “Watch this to the end”, and the people …

Tags Marketing Tips, Marketing Trends, Strategies