Post by International Advertising Association

We are sharing the views of IAA members around the world on what will shape the industry this year. Read what Joséphine Chamoulaud thinks below: "AI will continue to be at the top of the conversation; the focus will shift. It’s no longer about ‘playing’ with AI, but about truly understanding it in all its forms and embedding it into products, processes and decisions to create real customer value. There is a fine line to manage: moving too slowly means falling behind; moving too fast without focus creates complexity without impact and cash-out without ever seeing cash-in. The companies that will win are those who get this balance right, translating AI into simple, scalable and customer-relevant solutions. Not hype. Not endless pilots. Execution that matters."