This shift will be driven by two AI tools: synthetic personas (composite profiles) and digital twins (models of real individuals). Using public or proprietary data, they can simulate human responses, enabling faster, cheaper research without traditional surveys or interviews.

Netflix and Amazon’s new audience metrics are facing criticism for greatly inflating reach and ignoring meaningful engagement, writes researcher Ed Cohen. He notes that while radio tightened its rules, Netflix counts just one minute of ad viewing as a full month of engagement — a standard that would make radio’s numbers far larger if applied similarly.

AI is creating hype in marketing measurement, but for complex tools like media mix modeling, many of its promised benefits are overstated — posing big risks for marketers making multimillion-rand decisions.

By identifying key plot points and character arcs, the AI compiles a short video combining narration, dialogue snippets, music, and relevant scenes, offering a concise refresher for busy viewers.

UK consumers switching between streaming services has quadrupled in three years, challenging platform loyalty. MTM and ScreenThink found 21% already cycle subscriptions—the highest on record—and 42% are open to it.

Using GenAI in advertising can help with efficiency but what about effectiveness? Early research suggests that may partly depend on whether the AI element is obvious or not.

Havas Group ANZ is launching its ‘Deliberately Different’ positioning, yellow branding, and refreshed Village structure as the global holding landscape shifts and independents face a costly AI race. “Our difference isn’t for its own sake,” Wright says. “It’s about strategic intent.”

Brands and agencies have rushed to use a panoply of software tools and solutions to help them understand their place in a changing search context. Now, they’re using those same tools to direct media planning and buying operations.

What will be your top priority for improving your social media strategy in 2026 — using more AI tools, partnering with influencers, or investing in short-form video trends?