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Generation Alpha: a new challenge
Generation Alpha, which turns 15 this year, requires a new approach from marketers. Their attention spans are 37% shorter than Gen Z and 58% shorter than millennials, so communication channels and messages need to be carefully adapted. -
Has advertising become boring? Can AI help?
The good old question: has advertising become boring? Artificial intelligence may have the answer. Google Cloud’s VEO 2 prototype demonstrated exciting creative solutions that point to the potential of AI to bring campaigns to life. -
AI agents: key trend for 2025
The development of complex and multifunctional AI agents is a clear trend. Systems enable an integrated and intelligent approach to marketing, automating complex processes. -
Meta and Llama 4 integration
Meta has announced the widespread implementation of Llama 4 in its products Ray-Ban + Meta smart glasses, WhatsApp and Messenger (AI chat, image and reply generation). In social media, content is automatically translated into the local language and synchronised with lip movement. -
Personality always wins
A good example was Snickers’ EURO24 campaign with José Mourinho. Using OpenAI, Synthesia and ElevenLabs technologies, an AI-based, highly personalised ad was created. Biggest challenge? Reaching José himself. See the case study here. -
Zero-Party Data: privacy-based targeting
As privacy requirements increase, the focus is shifting from individual-level to persona-based targeting. Zero-Party Data solutions enable efficient, yet privacy-respecting advertising.
