Beyond Efficiency: How AI is Rewriting the Rules of Brand Strategy

This post was created in partnership with Kantar

Key takeaways

Rather than using AI to improve the shopper journey, marketers should focus on how the technology will reshape it.

AI’s real power will arrive when marketers stop thinking about it as just a tool for boosting productivity.

An AI agent that provides constructive criticism can do more good than one that’s totally aligned to the brand’s vision.

As AI models grow more capable—and data volumes surge—marketers are under mounting pressure to turn raw signals into actionable insights and creative content that makes campaigns feel more valuable to the consumer.

During an ADWEEK House Advertising HQ Group Chat, presented in partnership with Kantar, industry leaders explored the ways advanced tools are impacting analytics and why hu