Amy Stettler

Like Ruth, I'm pretty sure Zach Sorscher is powered by AI. Give him a (good) prompt on CTV and he’ll generate clarity, not buzzwords. At The CTV Roundtable "Prime Time for Outcomes and Creativity: Elevating CTV Brand Impact" hosted by Ruth Mortimer (Advertising Week) during the Cannes Lions (with Happydemics), he closed with this: “CTV is the most exciting channel in 20 years, and the most broken.” Hard to argue. CTV is booming, but the viewer experience is broken. Time to fix it. With: Accountability, Transparency, Context that actually makes sense. The good news? We (Olyzon) finally can. 🎥 Clip below. 🙏 Shoutout to the partners pushing this space forward: Caroline Tran Brad Backenstose Evelyn Lopez Mendoza WPP Wavemaker DoorDash

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I spoke at an event for agency leaders today about human + AI and used the model below to talk about intentional design across the spectrum of human/AI collaboration. There was some (fascinating) discussion about the current rush for automation in agencies and the lack of focus on the right hand side. There is a limit to the benefits that will accrue from automation for agencies. When every agency has broadly similar automated systems the gains will have become commoditised, and simply table stakes (one of the leaders called it a 'race to the bottom'). Future advantage and differentiation for agencies is much more likely to come from the ability for AI to supercharge human capabilities, not just through efficiency but through helping humans to surface more interesting ideas, to think differently, see what was unseen, evaluate options, simulate strategies to achieve human-defined outcomes and get to places that you couldn't have got to through working alone. This is the domain where humans remain the drivers of the process. Where more intentional use of AI amplifies the tacit knowledge and experience that can only come from humans. Where longer-term, more durable advantage lives. In the rush for automation there's a real risk that we forget the unique value that agencies have always brought to clients.

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One of the privileges of leading MMA Global is working alongside CMOs who aren’t just responding to change, but actively defining the future of marketing. Doug Martin, CMO of General Mills and an MMA Board Member, recently shared a vision in Ad Age that gets right to the heart of where AI is taking us: a future where the machines handle the diagnostics, and leaders spend less time searching for insights and more time acting on them. It’s a fundamental rebalancing of how marketing gets done -- and it’s closer than many realize. Later this week, I’ll share more perspective on how generative AI will reshape the balance between analysis and action, and why it matters for every marketing leader.

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If your board is asking, “What’s our AI strategy?”, here’s the truth: technology isn’t the strategy. Strategy is determining why your association exists, what your members value, and how to accelerate that value. AI only amplifies the choices you’ve already made. This is the central message in my recent article—and a reminder that human insight still leads the way. https://bit.ly/3LxQ8Oo #Associations #BoardLeadership #AIIntegration #StrategicPlanning #Innovation

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