CREATIVITY

Of all the metrics monitored by social media platforms, Snap’s Alex Dao thinks one is underconsidered: happiness. By blending AR and user creativity, platforms can produce new opportunities for it.

Human evaluation is the gold standard for creative testing, but comes with logistical challenges. AI-powered tools could help brands close that gap, says Ipsos’ Lisa Zielinski.

As partner and executive creative director at the influential ad agency Mischief, Bianca Guimaraes keeps a close eye on the future. She thinks AI has its uses — but it could also put a premium on human ingenuity.

Marketers need to make ads that people can relate to — but they also need to get their attention in the first place. Ipsos’ Rachel Rodgers explains how empathetic advertising can strike that balance.

People don't buy for the sake of buying — they spend to get a job done. Ipsos Strategy3's Matt Palmer explains how consumer needs could evolve in an AI-powered future.