Foresight

AI assistants may not solve every problem — but by reducing the friction of everyday tasks, they could transform work and life, says Salesforce’s Peter Schwartz.

Whether you’re ready or not, the AI era has arrived. Here’s what brands, businesses and policymakers need to know about the potential risks and rewards of this technology, and how to navigate the tension between the wonder of AI and the worries about its potential.

Whether people adopt AI tools will depend on whether they solve people’s problems. Trevor Sudano, a trends and foresight lead at Ipsos Strategy3, imagines one potential job for AI to solve for people.

Ipsos spins the traditional “Jobs to Be Done” framework forward with future Jobs to Be Done (fJTBD) envisioning a powerful and plausible scenario about gender through strategic foresight.

Latha Sarathy, executive vice president of analytics, insights, and measurement at SeeHer ANA, a division of the Association of National Advertisers, explains how changing attitudes about gender could fundamentally shift the marketing and media ecosystem.

With easier and more accessible customer experiences, brands can offset the stress of modern motherhood, says Ipsos’ Sarah Morrow.

What feminism means to women — and society at large — is changing. Brands need to understand that diversity of perspectives among women, says Ipsos’ Mercedes Bender.

Economist Ariel Binder explains why the narrative about “men in crisis” is exaggerated, and considers what the outlook on men in the workforce could mean for families and brands.

Erin Kane, agent for some of the biggest names in women’s sports, discusses how social media and NIL laws are changing compensation for athletes and brands.