Incubeta, the leading AI outcomes agency, has announced the appointment of Adam Woods as Global Chief Product Officer.
When it comes to improving paid media outcomes, throwing AI at existing problems without the necessary insight and experience, is adding to the growing problem of “workslop”.
Local brands are following the US lead, where more than half of marketers use Marketing Mix Modelling (MMM) and 49% say they will be investing in it in the year ahead.
We stand at the threshold of the ‘Agentic Turn’, a shift as significant as the dawn of the Internet. To stay competitive, marketing will require a strategic restructure.
Brands must ensure that platforms and bots can find them, cite them, and up-rank them, making Generative Engine Optimisation (GEO) a vital addition to existing SEO and SEM efforts.