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Blog series | Brands are rethinking their internal marketing capabilities (3/5)

Grégory Marchandise, UBA Domain lead Data & Technology and Content
AI-Brand-capabilities.jpg

During two roundtables, UBA brought together advertisers from different sectors to explore how their collaboration with creative and media agencies is evolving in the age of AI. The discussions highlighted that this transformation is not limited to agencies. Brands themselves are adapting their marketing organisations, developing new capabilities and rethinking how they work with external partners.

One of the four main learnings from the roundtables is that advertiser-side marketing teams are becoming more tech-enabled, more insight-driven and increasingly capable of managing media activities themselves. However, while technology creates new opportunities, participants stressed that the fundamentals of marketing remain unchanged: understanding customers, building strong brands and creating long-term value.

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