Episode 160: How Brands Can Avoid Being Commoditized by AI

Floor 9

This week on Floor 9, the Lab’s managing director Adam Simon welcomes two senior UM executives, Dan Chapman, Global Chief Strategy Officer, and Andy Littlewood, Global Chief Product Officer, to Floor 9 for an insightful discussion on the impact of the over-reliance on AI within the media landscape, how agencies can work with clients to avoid becoming “bland brands” and lead the Renaissance of Media. Specifically, they took a deep dive into the following topics:

• The shifting landscape of the media industry and the end of digital ad triopoly
• The impact of generative AI on the ad & media industry, and the best strategies to deal with it
• The role AI in brand-building, and how to increase brand differentiation in an era of homogenizing digital platforms and ad tools
• The “brand vs. agency” dynamic and what agencies can do to help clients navigate AI’s impact
• How to avoid becoming a “bland brand” and being commoditized by AI by rediscovering nuanced brand patterns
• How marketers can lead a renaissance of creativity in this new era

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