10 key takeaways

1. Personalization is growing, but don’t get too personal…

The rise of AI and the fragmented media landscape are making personalized marketing increasingly prevalent. Snickers cleverly leveraged this with their "You're Not You When You're Hungry" campaign, using AI to generate personalized insults from José Mourinho that football fans enthusiastically shared. CTV further empowers advertisers to target audiences at a highly granular level. At the same time, let’s not overdo the personalization!: hyper-segmentation is expensive and may also raise questions about personal integrity. But perhaps most importantly, as Dr. Katarina Graffman accentuated, we are social beings who crave belonging. We don't exist in isolation; we are, at our core, herd animals.

2. Trust and critical thinking in the age of SoMe and AI

In an age where personal agendas, false narratives, and disinformation spread rapidly on social media, trustworthiness becomes a critical asset. Simultaneously, critical thinking is paramount. Surprisingly, despite being digital natives, 88% of Swedish youth aged 16-19 couldn't distinguish between advertising and editorial content on a major news site. Schibsted’s Lisa Irenius and Karin Schmidt emphasized the concept of "Nordic gold"—the high levels of social trust in Nordic countries—and its contribution to economic growth and social well-being, stressing the need to protect this trust at all costs. Priya Lakhani further highlighted the threat of AI and fraud, demonstrating the ease with which deepfakes can be created.

3. CTV – the revolution will be televised

Linear TV may be alive, but it's fading fast. Connected TV now captures 86% of all viewers. This doesn't necessarily mean we're watching more TV, but how we watch has fundamentally changed. Higher engagement, greater focus, and the ability to measure and collect data like on the internet are driving CTV's rapid growth as an advertising platform. Custom audio further enhances its efficiency, enabling hyper-local ad versions that drive customers to specific shops and dealerships. Evolving voice technology allows for direct interaction with advertisers, lowering the barrier to meaningful engagement even further.

4. Gen Alpha – the everything at once generation

Millennials and Gen Z are old news. Get ready for Generation Alpha—the children of digital natives, with the oldest turning 15 this year. By 2029, the 2 billion Gen Alpha individuals alive today are projected to wield a purchasing power of $5.5 trillion. Born into the digital ecosystem, they've already spent a full year watching on-screen media by age seven. Social video will be the dominant format. Period. With the shortest attention spans ever recorded, reaching them requires creating content optimized for the algorithms and platforms that command their attention, like the Metaverse. And, surprisingly, they already consume more skincare products than any other age group. The ultimate question: will they ever truly age?

5. Augmented humanity through AI

While the impact of AI is undeniable, the conversation has evolved—from defining AI to exploring its capabilities. To fully leverage AI's potential, understanding human behavior and strengths is crucial, as AI and humans excel at different tasks. Roy Armale of WPP Open emphasized the importance of augmenting, rather than automating, human capabilities with AI. Phil Le-Brun from Amazon stressed the need to reimagine processes, not just adopt new technologies. Ultimately, technology's value lies in its application.

6. AGI – gloom & doom as well as positivity!

Mo Gawdat compared AI's societal impact to the dinosaur-killing asteroid. Tech giants are racing to achieve AGI (Artificial General Intelligence), rarely questioning whether humanity should relinquish its intellectual dominance to machines. Gawdat believes we should. Yet, he's no utopian. He foresees a dystopian interlude, with AI exploited for selfish gain, before AI ultimately ushers in a new era. His NextM message: AI will save us.

7. Accessibility as a driver of innovation

Accessibility features often benefit far beyond their intended users, as seen with curb cuts and touch screens. The typewriter, too, began as an assistive tool for the visually impaired. Patrick Kane emphasized that accessibility fuels growth. Google's Pia Ghosh shared a compelling example from Japan: translating tsunami warnings into sign language. This illustrates how technology can democratize safety and improve access for all.

8. Speak to your gadgets

Kids today speak, not type, to search. Meta's Amy Peloquin pointed out that voice is the superpower in the new technology equation of AI. All of Meta’s services are equipped to bridge the gap between clumsy finger-typing and voice. But the real game-changer is coming: real-time translation via smart glasses, instantly converting spoken language into the user's preferred tongue.

9. Allow for some chaos

Brand control is a relic of the past. Today's brands are mosaics, fragmented across channels, rarely seen in their entirety. To succeed in this chaotic environment, brands must partner with creators who have built-in audiences, as over 80% of consumers prefer their content. Relinquish control and empower creators who speak the language of their platforms to draw in their audiences. This is how brands harness the chaos.

10. China – from workshop to innovative superpower

In the early 2000s, China couldn't compete with Silicon Valley or the West. But today, China is no longer just about cheap labor and low-quality products; it's synonymous with quality and innovation. China expert Alice Han highlighted the rise of companies like Alibaba and TikTok, as well as advancements in electric vehicles and AI (remember Deep Seek?). She emphasized that China has become a tech generalist, with a more competitive and open tech system than many in the West realize. Furthermore, China excels at exerting soft power, attracting top students from Africa and the Middle East. As tensions rise between China and the US, China may seek alternative partners and strategies. Therefore, pay attention to the giant of the East!