Gillette’s Biggest Mistake — And How To Fix It

The market for creative advertising technologies should have boomed by now. Despite waves of innovation, it has struggled to translate technological promise into business outcomes. Its potential remains highly significant but constrained by cultural disconnects between creative and media subject matter experts (SMEs) and intransigent bottlenecks in creative and media processes. The market appeared poised […]

AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see — or don’t. Long-standing assumptions about how brands (the first “B”), intermediaries (the middle “B”), and customers (the “C”) create value no longer apply. Rather than layer AI onto existing […]