From messaging to meaning

The transition from print, TV and films to digital medium was the first major milestone which resulted in the initial shakeups amongst the media agencies and marketing professionals. With the onset of generative AI tools, brand communications across various channels and content creation, dissemination and personalisation have been dramatically transformed. Browsing history combined with customer data are enabling Netflix, Amazon and others to make personalised recommendations and messaging thus enabling stickiness or increase in brand adoption.