In the beautiful backdrop of the Barbican Conservatory, ias. warmly welcomed guests with an assortment of ‘Candy Kittens’, setting a memorable tone for the day. Kicking off with a number of bold predictions like by 2026, 90% of content will be AI generated, the leaders at IAS set the stage for a lively discussion about what this means for the future.
Later on Rob Georgeson, Head of Programmatic at Performics UK, addressed how the media landscape is becoming more fragmented during a panel discussion featuring experts from Sky and The Trade Desk. The panel discussed generally seeing fragmentation as a problem, when in fact it’s a chance to reach audiences more creatively.
The panel discussed the balancing act between achieving quick wins and building long-term brand success. By using advanced tools like econometrics- applying economic theory to data analysis, brands are learning to combine immediate digital successes with strategies that support their brand over time. It’s not just about choosing one path; it’s about blending both for the best results. With today’s ad campaigns move faster than ever, especially on social media, the panel explored how brands need to be flexible, reacting quickly to audience interactions. Tools like connected TV are helping brands make quick adjustments, blurring the lines between immediate sales and long-term brand building.
One of the most exciting topics was AI’s growing influence. The panel discussed AI beyond just making things efficient, but how it can help at every stage—from planning to execution—offering insights that lead to smarter strategies. It’s about more than just machines; it’s about working smarter. Looking ahead, success will rely on how well humans and AI work together. By embracing AI in decision-making and creative processes, we’re on the brink of exciting advancements.
The event concluded with an insightful conversation session led by Jamie Laing and drinks under the treetops. Even as the event came to a close, the air was still buzzing with lively discussions about the exciting possibilities of AI.
As AI becomes an integral part of the industry, embracing this technological wave will drive media strategies to new heights. This isn’t just about keeping up—it’s about leading the way.