How do you translate a business forecast into a work of art? You ask an artist—in this case, an AI-powered one. Recently, Sir Martin Sorrell mapped out the five key areas where artificial intelligence is set to revolutionize our industry. To bring this strategic vision to life, we invited a special guest to reinterpret itit: Sir Martian, an animatronic, AI-powered artist who translates human conversation and strategic insights into creative masterpieces.
He sees these five points not as business directives, but as new canvases for richer, more human experiences. From collapsing production timelines and enabling personalization “on steroids” to making media allocation more intelligent, the post reveals the tangible, creative opportunities behind the buzz. But this creative revolution isn't happening in a vacuum; it demands a new level of accountability, forcing us to prove its value and measure its impact in real-time.
Marketing is increasingly shaped by a new, dynamic collaboration between human strategy and artificial intelligence. This collaboration is ultimately in service of a greater goal: connecting authentically with a new generation of consumers who live, play and build culture at the speed of social. This month, we’re exploring what this new collaboration means for the tools we use, the audiences we serve and the strategies we build to connect them.
AI Video Gets a Creative Partner
Generative video just took a major leap forward. Luma AI's new new Ray3 model is built to think like a creative partner, not a slot machine of creative visualization. As proud launch partners, we're excited for a tool that moves beyond simple generation toward intelligent collaboration. Here’s what you need to know:
👉 Ray3 is the first video model with multimodal reasoning, allowing it to plan complex scenes and evaluate its own output.
👉 It’s the first to generate video in true High Dynamic Range (HDR), making its output ready for professional production pipelines.
👉 A new "Draft Mode" allows creatives to iterate on ideas up to 20x faster, separating rapid ideation from high-quality rendering.
Build Trustworthy Marketing Models
As the pressure to prove ROI intensifies in a world increasingly without third-party cookies, marketers are turning to a proven, powerful tool: Marketing Mix Modelling. But how do you ensure your models really are powerful tools, not expensive mistakes? Our APAC VP of Measurement, Brett Camilleri, lays out the essential ingredients for building MMM you can actually trust.
Successful MMM requires a blended team of strategists, data experts, and business specialists.
Your model is only as good as its data, demanding high-quality and validated inputs.
The goal is to translate complex outputs into clear, actionable business decisions that drive impact.
Gen Alpha is Here. Are You Ready?
Think Gen Alpha is just a future audience? Think again. Our Data and Insights Director for Southeast Asia, Haniza Ramli, explains why this generation is already a critical cohort in the region, and how brands can authentically connect with them right now.
👉 To connect with Gen Alpha in Southeast Asia, brands must honor their deep local roots alongside their global digital fluency.
👉 This generation prioritizes genuine social impact and forms authentic friendships within digital-first playgrounds like Roblox.
👉 Gentle parenting styles mean brands must engage in a three-way conversation, earning trust from both kids and their millennial parents.
Why Social is a Brand's New Center
Brands like T-Mobile are making a strategic shift, placing social media at the very center of their brand-building efforts. In a recent Ad Age feature, our Head of North America, James Stephens, weighs in on social’s move from just another channel to the strategic core of brand building. Here’s what’s driving the trend:
Brands are consolidating social duties under one AOR to unify strategy, from content to commerce.
Economic uncertainty is driving brands toward the measurable, iterative, and lower-investment nature of social media.
Social media now informs overall brand strategy, with its insights shaping everything from TV spots to product development.
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