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1、INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025Media Paradigm ShiftsMarch 2025INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025The 2025 Carat Innovation Summit:Media Paradigm Shifts served as a forum for ideas bringing together visionaries,innovators,and industry leaders to explore the frontiers of whats po

2、ssible.In our ever-evolving landscape of media and marketing,we are seeing artificial intelligence,immersive technologies,and human ingenuity converge to reshape our understanding of connection,creativity,and commerce.Throughout the full day of inspiring keynotes,panels,and live demos,three pivotal

3、themes emerged:the evolution of AI from novelty to application,the shifting tides of consumer behavior,and the emergence of new arenas and audiences.These themes intertwine to create new opportunities and challenges,demanding that we reimagine our approach to engagement,storytelling,and brand buildi

4、ng not just optimization and efficiencies.At the forefront of these shifts is AI,where the promise is not merely in its computational prowess,but in its potential to amplify human creativity and strategic thinking.As we embrace this technology,we must remember that our unique capacity for nuanced re

5、asoning and emotional intelligence remains irreplaceable.The future belongs not to those who simply adopt AI,but to those who harness it as a catalyst for deeper human connection and more meaningful experiences.In this new paradigm,the boundaries between content,commerce,and culture blur,creating a

6、rich ecosystem where brands can seamlessly integrate into the fabric of consumers lives.From shoppable moments embedded in entertainment to AI-powered personalization that respects individual privacy,we are witnessing the birth of a more intuitive,responsive,and human-centric approach to marketing.T

7、he future of media and marketing is ours to shape,as our vision for the summit was to not only be a day of learning,but to be a springboard of momentum to innovative solutions,collaboration,and transformative thinking.2IntroductionINNOVATION SUMMIT 2025INNOVATION SUMMIT 20253The AI Empowered Markete

8、r 04Lauren Abney Business Strategist for AI,Google AI For Business:The Next Generation 06Dave Surgan Emerging Platforms Lead,Meta Sessions“Applied Intelligence”:New Tools Of Engagement 08Amy Siegel VP,Innovation&Investment,Carat|Jay Wolff Chief Revenue Officer,KERV AI|Jon Reilly Co-Founder&CEO,Akkio

9、|Meredith Tehan Chief Revenue Officer,Instreamatic|Jon Wallett VP,Sales,SeedtagAn Agentic Future 10Chad Reynolds,Founder&CEO,VurveyThe Consumer Data Revolution 12Neil Sweeney Founder&CEO,ReklaimManny Hernandez SVP,Head of Digital,CaratAI Is Changing How And Why We Search:How Should Brands React?14Ta

10、z Patel Head of Ad Partnerships,PerplexityFrom Algorithms To Audiences:Navigating AIs Role In Information Flow 16Melissa Rubinson SVP,Business Development&Partnerships,BBC StudiosBruce Williams Chief Media Officer,Americas,dentsuThe Future Is Free!18Ilya Pozin,Co-founder&CEO,TellyCarrie Drinkwater C

11、hief Investment Officer,CaratThe Innovation Lab 32 The Future Of Search,Social&Innovation 20Ava Toro Agency Lead of Strategic Insights,RedditConnecting Through Culture:Brands&The Power Of Fandom 22Alex Brezzi Sr.Director,Strategy,Carat|Ryan Johnson Founder&CEO,Cxmmunity Media|Aron Levitz President o

12、f Wattpad WEBTOON Studios&Co-president of Wattpad|Josh Bates Sr.Creative Strategist,Twitch|Jordan Burt Media Partnerships,SnapBrewing The Future:How AI,Biometrics&XR are Redefining Media Experiences 24Al Silvestri Partner&Chief Creative/Marketing Officer,Coffee LabsThe Convergence Revolution:How Tec

13、hnology Is Bridging Content,Commerce&Culture 28Elizabeth Cambridge VP,Content,Carat|Kerry Doyle EVP,Head of Content,Carat|Maria Teresa Hernandez SVP,Brand Partnerships&Head of Diverse Supplier Marketplace,Mirriad|Sheereen Miller-Russell EVP,Ad Sales&Client Partnerships,Warner Bros.DiscoveryThe Carat

14、 POV:Pioneering The Future Of Media 30Michael Liu EVP,Head of Innovation|Joanna Hawkes EVP,Head of Strategy|Manny Hernandez SVP,Head of Digital|Christina Lu SVP,Strategy|Ryan Sammartino VP,Head of Social|Amy Siegel VP,Innovation&InvestmentExpanding the Horizons of Shoppable Moments 26Kavita Cariapa,

15、SVP,Head of Commerce Activation,dentsu,Bryan Moore,Founder&CEO,TalkShopLive,Adam Kadet,Senior Client Partner,UnityINNOVATION SUMMIT 20254The AI Empowered MarketerIn Lauren Abneys keynote,she highlighted the transformative power of AI in reshaping marketing fundamentals.She emphasized the dual nature

16、 of AI technology,which mirrors human analytical and generative capabilities,and its profound impact on evolving consumer behaviors.Abney explained that AI,much like the left-brain and right-brain functions in humans,has complementary analytical and generative capabilities.The analytical side proces

17、ses data and makes predictions,while the generative side creates content.This dual capability is reshaping how marketers connect with increasingly sophisticated consumers in the digital age.Adopting AI technologies is crucial for staying competitive in the rapidly evolving digital landscape.AI tools

18、 can help brands synthesize vast amounts of data,providing deeper insights and more accurate predictions.Additionally,AI enables brands to offer more personalized experiences,meeting the growing consumer expectations for intelligent,curated content.The shift towards hyper-personalized ad experiences

19、 means brands can tailor content to individual user preferences and behaviors,enhancing consumer engagement.Adapting to significant shifts in user search patterns is also essential.Queries are becoming longer and more conversational,and the rise of visual searches,now exceeding 20 billion monthly,re

20、flects consumers preference for richer,more intuitive search experiences.AI and machine learning will become integral to marketing strategies,enabling more personalized and efficient campaigns.This is why Google is building specialized AI applications like:Google Agentspace:An enterprise expertise s

21、ystem trained on company-specific data,allowing AI to help synthesize a companys trove of data and make sense of it.NotebookLM:A tool leveraging Geminis capabilities with user-uploaded content which has been an internet sensation with users turning any document instantly into a podcast episode.Try i

22、t yourself here.Veo 2:An advanced video generation model that gives us a glimpse into the of hyper-personalized creativity,aligning media targeting with individual user preferences.See more here.The session highlighted the importance of staying ahead of future trends,such as the increasing use of AI

23、 for hyper-personalized ad experiences and leveraging AI tools like Google Lens to ensure that brands are discoverable in new,broad search systems,such as visual search.In conclusion,Googles vision of AI as a transformative force underscores the need for brands,marketers,and innovators to adopt AI t

24、echnologies.By doing so,they can effectively engage with increasingly sophisticated consumers and stay competitive in the digital age.Lauren Abney,Business Strategist for AI,GoogleINNOVATION SUMMIT 20255Key TakeawaysIt is important to adopt AI technologies to stay competitive and effectively engage

25、with consumers in the evolving digital landscape because the way we are searching,discovering,and creating media is changing at such a rapid pace.AI is a tool for marketers and brands,from data analysis and insights to offering a more personalized experience for consumers.The use of AI to analyze va

26、st amounts of data will become more prevalent,providing marketers with deeper insights and more accurate predictions to inform their strategies.AI and machine learning will become more deeply integrated into marketing and advertising strategies,enabling more personalized and efficient campaigns.Cons

27、umers are using AI in sophisticated ways,marketers and brands should think about how to be where they are,for example,10%of the younger generation are already searching by using tools like Google Lens and the circle to search function,how do brands plan for broad search in this new system so that th

28、ey can be discovered in the results.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025AI For Business:The Next GenerationDave Surgan,Emerging Platforms Lead,Meta6In this session,Dave Surgan speaks to how Meta is positioning artificial intelligence as the cornerstone of its business strategy,outlining a co

29、mprehensive vision for AI integration across its platforms.From its strategic framework and generative AI capabilities to personal AI assistants and new ways of computing,Surgan highlights Metas vision for the future of business and personal connections.According to Surgans presentation,Meta AI is n

30、ow used by more people than any other assistant,signaling its confidence in competing against established players across their entire app suite,including Facebook,Instagram,and WhatsApp.Central to its strategy is the belief that everyone will have a personalized AI assistant as well as every busines

31、s,paving the way for personalized digital experiences.For advertisers,Meta is promoting a pragmatic approach to generative AI implementation.They emphasize that the next wave of opportunity in Gen AI is more of a test and learn mindset.Their product suite includes the Segment Anything video editing

32、tool for streamlining production tasks,the Advantage Suite for campaign planning and activation,and creative features that have already generated multiple ad versions for over 4 million advertisers and brands.Meta is actively engaging with Carat&dentsu to help brands navigate this technological evol

33、ution,with first-to-market developments in WhatsApp business messaging integration and new applications for its wearable glasses.The session revealed Metas transformation from focusing on behind-the-scenes algorithms to creating integrated AI experiences that directly impact users and advertisers ac

34、ross their platform ecosystem.Meta envisions a future of computing that extends beyond just our phones,with new ways to interact with computers,such as the Meta Ray-Ban glasses.These glasses allow users to ask questions without disrupting their real-life flow,take pictures and have them processed,lo

35、ok up numbers,and make calls,with more features to come.Meta has been building a media cycle around its AI products,demonstrating clear and tangible impacts on performance,whether through discovery engines or more relevant ads.Because AI 1.0 has been focused on machine learning and data analysis,but

36、 AI 2.0 will be all about generative AI and adopting a test and learn approach.INNOVATION SUMMIT 20257Key TakeawaysThere is a future of computing that is not about just our phones,there are going to be other ways that we interact with computers down the road-like with the Meta Ray-Ban glasses.Meta p

37、redicts a future in which everyone,personal and business,will have a personalized AI assistant.Currently,Meta AI is now used by more people than any other assistant,and this is just the beginning.AI tools like Meta AIs Imagine function can also democratize creativity,and this plays a huge role “It h

38、elps people get the ideas out of their head to communicate with images and videos.”AI is not one big lofty thing,it has categories and iterations,where some things work well,and some things are still a work in progress,but one thing is clear from Metas perspective the next opportunity is generative

39、AI,and it will require a test and learn mindset from brands and advertisers.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025“Applied Intelligence”:New Tools of Engagement 8This panel of AI marketing technology leaders recently discussed how artificial intelligence is reshaping the marketing landscape,mo

40、ving from buzzword to action.The most significant change is marketers expanded capability to handle previously specialized tasks themselves,so now strategy is becoming the primary focus.And secondarily,while data remains the most valuable asset,the processes around it are accelerating dramatically.T

41、he panel addressed several misconceptions about AI in marketing,particularly that:AI is not a magical oracle;areas like attribution and user journey mapping still need significant development.AI wont replace jobs;human input and strategic interpretation remain essential.Data quality issues persist;A

42、I can struggle to distinguish quality data,leading to potential bias problems.It emphasized that human insights remain irreplaceable,particularly for strategic marketing decisions,creative development,data interpretation,and output validation to identify and correct bias.The discussion also highligh

43、ted two critical factors that will determine AIs future impact in marketing:ease of use and observability.Current interfaces often cater to engineers rather than marketers,but this makes them more difficult to use,and the ability to understand and validate how AI systems make decisions is crucial to

44、 ensuring accuracy of the outcome,but not all AI systems provide an observable process.These are the main issues that the companies on the panel are looking to solve,with Seedtag making contextual insights easier to understand,Instreamatic and KERV AI using AI to enhance and empower creative,and Akk

45、io to easily understand,view,data and measure effectiveness.But it is worth noting that implementing applied intelligence comes with challenges such as data quality,integration with existing systems,and ethical considerations.AI is only as good as the data it is trained on.Since large language model

46、s(LLMs)are trained on mostly publicly available data,there are limitations.For example,AI doesnt differentiate between real and synthetic data,and AI is good for speed and precision,but its not very good at insights.To overcome these limitations and leverage the full potential of AI,marketers and br

47、ands must consider proprietary knowledge as a part of its competitive advantage and provide a broader strategic lens and differentiating insight from output.To illustrate,while data is getting easier to pull,the insights and inferences rely on the quality of the data and on the human perspective.Thi

48、s perspective is also crucial for creative development,enabling creatives to focus on the big idea and adjust it to different levels in execution.Amy Siegel,VP,Innovation&Investment,CaratJay Wolff,Chief Revenue Officer,KERV AIJon Reilly,Co-founder&CEO,AkkioMeredith Tehan,Chief Revenue Officer,Instre

49、amaticJon Wallett,VP,Sales,SeedtagINNOVATION SUMMIT 20259Key TakeawaysImplementation challenges include data quality issues and ethical considerations.AIs effectiveness depends on training data quality,with proprietary knowledge providing competitive advantage since AI cant distinguish between real

50、and synthetic data.AI excels in speed and precision,but it requires human perspective for meaningful insights and creative direction.While data is easier to pull with AI,the insights and inferences rely on human perspective.This is also true for creative development,where AI enables creatives to foc

51、us on the big idea and adjust it for different levels of execution.AI should not be so intimidating these days,partners such as KERV AI,Seedtag,Instreamatic,and Akkio have found ways to make AI actionable and easier to use than years prior.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025An Agentic Futur

52、e10Chad Reynolds,the founder and CEO of Vurvey,unveiled its vision for an agentic future centered on human-AI collaboration,emphasizing the transformative potential of AI agents.Unlike traditional large language models(LLMs)trained on biased online interactions,Vurveys“People model”collects informat

53、ion on users in a more personal and isolated context.This aims to create a unique data layer that offers richer,more personalized insights.This approach was designed to reduce bias,increase relevance of the insights,and makes the process interactive and engaging allowing users to chat with and explo

54、re the data in meaningful ways.The resulting AI agents are then able to provide actionable insights and feedback,enhancing the decision-making process for users.A key demo highlighted was Jenny Z,an AI persona aimed at representing the elusive Gen Z consumer.Jenny Z transforms static trend reports a

55、nd video surveys from thousands of Gen Z respondents into a dynamic,interactive agent,making insights more accessible and relevant.This kind of activation of data allows users to create specialized agents,such as consumer personas,expert assistants,and brand companions,to uncover insight and design

56、products that genuinely resonate with an audience segment.Vurveys Workflows product further exemplifies their focus on AI Agents reshaping the future of work.This system of autonomous AI Agents can be deployed to complete complex tasks such as competitive analysis,cultural marking,trendspotting,busi

57、ness SWOT analysis,and more.By leveraging a team of AI agents,users can gain deeper,more comprehensive insights that drive strategic decisions.Chad Reynolds,Founder&CEO,VurveyINNOVATION SUMMIT 202511Key TakeawaysAI powered by people:Insights are crucial for generating exceptional ideas,Vurveys appro

58、ach encourages us to reimagine how we distribute these insights and transform them into interactive experiences.AI Agents are quickly going to be integrated with not only consumers lives,but our marketing processes.We are seeing this become the future of work Carat has a pilot with Vurvey and we are

59、 figuring out the best ways to integrate this to augment our day-to-day workflows so we can do more of the strategic&creative thinking.Soon enough we will all have our own team of AI Agents working in the background on our behalf.We must reconsider agent creation methodology designing systems that u

60、nderstand your complete identity beyond momentary interactions.These agents develop their own evolving narratives,expanding brand capabilities while minimizing bias.While traditional LLMs train on potentially biased online conversations,Vurveys approach collects personal thoughts and perspectives in

61、 private settings,creating a distinctive data layer that authentically represents both consumers and brands.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025The Consumer Data Revolution12Dubbed”The Sexiest Session of the Day”by Manny Hernandez,this fireside chat delved into the transformation of consumer

62、 data practices,privacy,and legal,highlighting a significant imbalance between consumers and data usage.Historically,individuals have been excluded from decisions about their personal information,but Reklaim aims to address this by empowering consumers through AI-driven interactions that provide opt

63、ions and control over their data usage.Privacy concerns have become paramount as audience targeting methods evolve,creating opportunities for companies that address current shortcomings.Sweeney emphasized that the primary challenge lies not in privacy laws themselves but in the reclassification of d

64、ata types that now require explicit permission.Sweeney highlights that there is a notable disparity in the market regarding how consumer data profiles are used.While everyone has a consumer profile,most people are unaware of its contents.Reklaims premise is to give consumers a seat at the table,allo

65、wing them ownership and control over their data.This includes their relationship with data,whether for privacy or training AI.Consumers are generally willing to share their data as long as they receive something valuable in return and are aware of its usage.AI is on a collision course with privacy b

66、ecause it is trained on personal data.The way we access,use,and auction data is changing due to the reclassification of data types.Some personal identifying data is now classified as sensitive,requiring opt-in consent,which directly impacts compliance.In marketing,it is crucial to follow the opt-in

67、period strictly.Government regulations on privacy are evolving rapidly,outpacing the industrys ability to adapt.Over the past 12 months,privacy regulations have changed in 19 states,leading to the removal of certain data streams from targeting.Companies have responded differently to these regulatory

68、 changes some have paused operations in challenging markets,while others have exited completely.However,pausing indefinitely is not a viable strategy.Marketers and brands must find compliant ways to navigate the new landscape.Despite industry concerns over cookie deprecation,it does not affect the d

69、ominant positions of Google,Facebook,and Apple.These tech giants do not rely on cookies to access user data,highlighting a fundamental issue of data ownership.Brands and marketers,however,are heavily reliant on cookies for data collection.But current data storage methods are outdated,however,with th

70、e integration of AI,it can enable direct consumer engagement.Reklaim predicts that conversational computing will shape the industrys future,creating what Sweeney called the freshest and most alluring marketing opportunity in recent memory.In summary,the session underscored the need for a balanced ap

71、proach to consumer data practices,emphasizing consumer control,compliance with evolving regulations,and the transformative potential of AI in creating meaningful and engaging interactions.In order for AI to have oxygen,it needs to train on data.If and when AI agents have absorbed the entire open web

72、,what are they going to train on next?Its going train on you in a more personalized way.So,were trying to create foundations and frameworks to give consumers a type of control.Neil Sweeney,CEO of ReklaimNeil Sweeney,CEO,ReklaimManny Hernandez,SVP,Head of Digital,CaratINNOVATION SUMMIT 202513Key Take

73、awaysData privacy and management should always be brands top priority.As AI continues to accelerate the importance and use of data,having access to high-quality and addressable data can become a new competitive advantage,so brands/marketers/advertising agencies need to be even more diligent.Giving c

74、onsumers a seat at the table and ownership over their data is not only essential for building trust and ensuring ethical data practices,but also for remaining competitive in the age of AI,where the quality of your data is a differentiator.Opt-In Compliance:In marketing,it is crucial to follow the op

75、t-in period strictly to comply with evolving privacy regulations and protect consumer data.Marketers and brands must find compliant ways to navigate the rapidly changing regulatory landscape,because pausing indefinitely is not a sustainable solution.AIs Impact on Privacy:The integration of AI in dat

76、a practices requires careful consideration of privacy concerns and the reclassification of sensitive data.Companies need to rethink their data management strategies to ensure compliance and maintain consumer trust.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025AI is Changing How and Why We Search:How S

77、hould Brands Respond?14Perplexity has established itself as an answer engine rather than a traditional search engine,designed to tackle the challenge of finding specific information amidst the vast expanse of internet content.The platform delivers comprehensive answers to a wide range of user querie

78、s,complete with citations and sources,and remains free from advertiser influence.In this session,Taz Patel provided context to the rise of answer engines,acknowledging that with the internets vast information landscape,there is an abundance of content scattered across numerous websites,leading to mo

79、re questions from users.People are still seeking answers,and AI-powered answer engines like Perplexity address this need effectively.At just 2.5 years old,Perplexity already handles over 500 million queries per month,with a significant portion coming from the US.The platforms user base includes earl

80、y adopters,particularly in the technology,health and wellness,and finance sectors.Perplexity positions itself not as a competitor to large language models but as an application layer that integrates with systems like ChatGPT,DeepSeek,and Claude.According to Patel,this evolution along with capabiliti

81、es like“Deep Research”reflects a shift in user behavior where Perplexity is likely to see much longer and more in-depth queries as users seek greater insights and relevance to learning and understanding vs searching.Perplexity is exploring global advertising opportunities such as brand sponsored“rel

82、ated questions”at the end of each answer to help drive a brands relevance to the users initial query IE“Which Microsoft Surface Laptop is best for gaming”as a follow up query from“What specs do I need for an elite gaming set-up?”.We can easily imagine how a brand will now need to start thinking of r

83、elated queries and topics vs.just keywords and copy.Relevance on Perplexity is achieved through natural language matching rather than semantic matching.This means brands need to go beyond keyword matching to be surfaced and discoverable in the answer engine.Although a nascent,yet inevitable progress

84、ion in the industry,AI powered answer engines,like Perplexity,can provide robust and accurate responses to complex queries,meeting the evolving needs of users in the digital age.In the past 3-4 months,the length of queries on Perplexity has increased from 7-8 words to about 10-12 words,sometimes ext

85、ending to three paragraphs.Taz Patel,Head of Ad Partnerships,PerplexityTaz Patel,Head of Ad Partnerships,PerplexityINNOVATION SUMMIT 202515Key TakeawaysSearch is changing and it is changing fast.AI enables us to ask more complex and nuanced questions and it has changed the way we are searching for a

86、nswers to these questions.As the capabilities of answer engines evolve and become more sophisticated,we are likely to see much longer and in-depth/robust and complex queries as brands and marketers ask for greater insights and relevance.Currently on Perplexity,relevancy is determined by natural lang

87、uage matching,and this will be true to answer engines across the board.Relevance of results will become more focused on natural language matching and not semantics matching the future requires more than keyword matching by brands in order to be surfaced and discoverable in the answer engine.A term s

88、tarting to take shape due to describe this is“Answer Engine Optimization(AEO)”vs.traditional“Search Engine Optimization(SEO)”Perplexity is one of the first AI Search engines looking to take this and figure out ways to monetize/integrate brands into the experience but really highlighting/ensuring tha

89、t it is done in a way that makes sense to this new search behavior.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025From Algorithms to Audiences:Navigating AIs Role in Information Flow16This fireside chat examined AIs evolving role in media distribution and content creation,highlighting the transition fr

90、om the broadcast era to what dentsu refers to as the algorithmic era.The algorithmic era is what were operating in,in contrast to the broadcast era.Feeds and models are driving how we experience media,noted Rubinson on navigating AIs role in information flow.Algorithms are not just acting as editors

91、 but are now generating and creating content.The intersection of content creation and curation is becoming increasingly complex.The BBC emphasized that its global impact is largely due to the brand trust and reputation that it has built:“BBC content reaches a broad audience range and is trusted for

92、accuracy,quality,and impartiality.”However,AI systems create a new challenge to the BBC,threatening the trust it has with its readers,particularly due to the issue of inaccuracy within news ecosystems using AI assistants.Although the BBC has withdrawn from certain bots due to examples of answer engi

93、nes and platform models inaccurately summarizing its content,this is not a long-term solution.Rubinson shares that as part of the BBCs longer-term approach to engage and utilize AI,the BBC has outlined its core principles for leveraging generative AI.The three principles are:Always act in the public

94、 interest,prioritize talent and creativity,and be transparent.These principles are essential for maintaining audience trust and breaking into echo chambers.Having core principles around AI also extends to brands that may stand to lose trust without thoughtful care in content creation.Additional insi

95、ghts from the session included the importance of algorithmic discovery and AI assistance as the next wave of distribution in the content aggregation trend.With AI assistance,algorithms are now not only acting as distributors but also generating and creating content,leading to variability in content

96、quality.On the curation side,maintaining accuracy in distribution with AI assistance can be challenging.According to BBC research,51%of answers to questions had significant issues,and 19%introduced factual inaccuracies.To improve this and maintain consumer trust,brands,marketers,and publishers must

97、actively flag discrepancies and work to resolve them.In summary,the future of media distribution and content creation lies in the strategic use of AI and partnerships with AI systems to enhance accuracy,creativity,and transparency.Melissa Rubinson,SVP Business Development&Partnerships,BBC StudiosBru

98、ce Williams,Chief Media Officer,Americas,dentsuINNOVATION SUMMIT 202517Key TakeawaysAlgorithmic Discovery and AI Assistance:The next wave of content distribution involves algorithms and AI systems that are not only acting as distributors but also generating and creating content.However,this can lead

99、 to variability in content quality and integrity.To preserve consumer trust,brands should flag discrepancies,test how their content appears in AI responses to common searches,and request data on sources of inaccuracies.AI content creation can be leveraged effectively by following core principles,as

100、demonstrated by BBCs approach:acting in the public interest,prioritizing talent and creativity,and maintaining transparency.Organizations integrating AI into workflows should similarly define their guiding principles.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025The Future is Free!18In a bold move tha

101、t could disrupt the television industry,Telly is positioning itself as the biggest innovation in TV since color.This newcomer is offering consumers a completely free television device with a unique twist its supported by targeted advertising.“We believe that the largest screen in your home should be

102、 the smartest!”Telly has reimagined the television as more than just a 4k display,incorporating dual screens,a 6-drive Harmon Kardon sound bar,webcam,smart features,and AI capabilities to transform it into a central hub for entertainment and communication.With capabilities ranging from video calls t

103、o gaming and music streaming,Telly aims to address the fragmentation that has plagued modern media consumption.What makes this proposition particularly interesting is the business model.Users receive the device completely for free after answering approximately 120 questions about their demographics

104、and lifestyle preferences.This data helps Telly deliver personalized content and targeted advertisements.“Ads turn off when you leave,then ads return when you are actually paying attention to the content.”The system reportedly includes attention-sensing technology that only displays ads when viewers

105、 are actively engaged,which opens up creative opportunities for brands,such as competitive conquesting,where one brand can dominate the secondary screen during events sponsored by another brand.According to the announcement,half a million people have already signed up to receive the free device,sugg

106、esting significant consumer interest in this novel approach to television technology.The Telly revolution rethinks the largest screen in our homes as not just a passive display,but as an interactive,multifunctional centerpiece of the digital household.TVs have become a commodity,and many companies a

107、re figuring out ways to monetize through advertising.However,TV technology hasnt evolved much in terms of functionality compared to our phones.Telly addresses this by making the TV the smartest device in the home,supported by ads,and featuring a built-in second screen.The TV has also become the new

108、cable company the one device that connects everything together.With Tellys additional features,audiences are engaging with it for approximately six hours a day.AI will play a significant role,turning the TV into a device you can communicate with at home,such as browsing with just your voice.With Tel

109、ly pushing TVs into the ad-supported model,we can imagine a world where more services and technologies to become ad-subsidized,such as phones or autonomous ridesharing.This approach could redefine how we interact with technology and consume media.Ilya Pozin,Co-founder&CEO,TellyCarrie Drinkwater,Chie

110、f Investment Officer,CaratINNOVATION SUMMIT 202519Key TakeawaysFor the biggest screen in the home,the evolution and advancements of the TV has lagged far behind other devices like our phones.But the TV has become the new cable company,connecting various services,and Telly is rethinking the TV to add

111、ress this media consumption fragmentation and changing how we interact with our TVs and our multiple screens.In the future,Telly predicts that AI will play a significant role in the TVs functionality,enabling voice-controlled browsing and other interactive features which could make the TV the smarte

112、st device in the home.Tellys ad-supported model could also pioneer similar approaches for phones,autonomous ridesharing,and other technologies.Disruptor advice:Join early.Waiting until something becomes mainstream means youve missed the opportunity.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025The Fut

113、ure of Search,Social&Innovation:Reddits Growing Influence20In this dynamic session by Ava Toro,Reddit emerges as a pivotal platform where authentic human connection meets information seeking in todays digital landscape.The session highlighted how consumers,overwhelmed by infinite content and choices

114、,are increasingly turning to Reddit for genuine perspectives.With traditional search engines becoming cluttered with paid results and AI-generated content dominating feeds,users crave real,human insights to guide their decisions.In 2023,the world produced and consumed 123 Zettabytes of information e

115、nough to reach from Earth to the sun approximately 1,600 times if printed on paper,says Toro.This information overload has left consumers stranded between excess information and decision paralysis.People dont want more choices;they want to be more confident in their choices,and Reddit effectively po

116、sitions itself at the intersection of search and social,with over 100 people per second adding Reddit to their Google searches.The platforms strength lies in its community-driven approach,where many questions dont have one perfect answer but require dialogue to add validity.Unlike other social platf

117、orms,Reddit thrives on pseudonymous knowledge-sharing with the sole incentive of helping others.Reddits voting system qualifies sentiment rather than just popularity,making recommendations more trusted and successful.This is crucial in a digital age where 63%of Americans say too much content makes i

118、t hard for them to figure out what to engage with.As sponsored content and even artificial content proliferates,the value of genuine human perspective and community-driven information exchange becomes increasingly vital for both consumers and brands.People are looking for real,trustworthy informatio

119、n amidst the cycle of content and they are seeking conversations and dialogue that add depth and validity to their inquiries.For advertisers,Reddit offers valuable tools to tap into these authentic conversations.The platform has developed solutions like the Reddit Pro Tool,which helps brands underst

120、and community language and sentiment,and the Community Intelligence Tool,which provides agencies access to audience insights for strategy development.Brands can join the conversation and engage with users in meaningful ways.Ava Toro,Agency Lead of Strategic Insights,RedditINNOVATION SUMMIT 202521Key

121、 TakeawaysThe current digital ecosystem flattens people out by focusing on the“who you are”portion like your demographics and affinities,but this approach doesnt particularly allow for the“intersectionality”or the interconnected nature of social categorizations that makes people whole and complex.It

122、s more about what you are into rather than just who you are.As artificial content increases,the value of genuine human perspective and community-driven information exchange becomes more vital for both consumers and brands.Reddits ability to enable people to ask questions and engage in dialogue to fo

123、cus on what you are into creates validity.Brands should be taking advantage of free tools such as Reddit Pro and Community Intelligence to help understand community sentiment and engage meaningfully with users.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025Connecting Through Culture:Brands&The Power of

124、 Fandom22This compelling panel explored how brands can authentically engage with fan communities and leverage emerging cultural trends.The session highlighted the importance of content creators reflecting diverse audiences,allowing fans to see themselves represented in the media they consume,and it

125、explored how algorithmic recommendations help audiences find their niche communities,with organic growth driving meaningful audience connections across platforms.To illustrate this,Twitch discussed the growth of IRL(In Real Life)streaming,whereby streamers showcase their life beyond gaming content;a

126、 means of further connecting with their audiences and a trend that Twitch thinks is key to the future of live content,given its increasing accessibility.Cxmmunity Media also shared its groundbreaking work establishing the first esports league for HBCUs(Historically Black Colleges and Universities).D

127、espite data gaps,they recognized the untapped market of Black gamers and worked to increase minority representation on the industry side through partnerships with platforms like Twitch,describing its mission as doing social good through media.Panelists agreed that algorithmic recommendations help au

128、diences find their niche communities,with organic growth driving meaningful audience connections across platforms.This illustrates the importance of cultural relevance,where brands need to understand and respect cultural nuances to build authentic connections with diverse audiences,whether in sports

129、,gaming,webcomics,web novels,or through the creator economy.The panelists attributed audience growth to communities becoming increasingly borderless and channel agnostic from storytelling that moves seamlessly from one platform to another.Wattpad emphasized with examples of stories that started as b

130、eloved fanfiction and have now garnered new audiences when turned into films via Netflix and Tubi.These stories also move from one geography to another as books printed in other languages.Snap also spoke about seamless blending between the physical and digital worlds,with partnerships with the NFL a

131、nd Caesars Superdome allowing them to integrate AR into on-site experiences,creating another path for engagement.But modern fandom creates this two-way conversation where fans feel heard and valued by creators and brands.The Speakers cautioned that successful brands dont just sponsor content,rather

132、than centering themselves,they embed their products naturally into the fan experiences and integrate authentically within communities.Engaging with cultural experts and community leaders is key to ensuring that the campaigns and/or activations are authentic and respectful.The session concluded by ac

133、knowledging that brands also need to develop strategies that prioritize inclusivity and representation,reflecting the diversity of their target audience.Staying informed about cultural trends and being open to feedback is crucial for continuously improving and adapting marketing efforts for the diff

134、erent fandoms.Successful brands dont just sponsor content,rather than centering themselves,effective brands embed their products naturally into the fan experiences and integrate authentically within communities.Alex Brezzi,Senior Director,Strategy,CaratRyan Johnson,Founder&CEO of Cxmmunity MediaAron

135、 Levitz,President of Wattpad WEBTOON StudiosJosh Bates,Senior Creative Strategist,TwitchJordan Burt,Media Partnerships,SnapINNOVATION SUMMIT 202523Key TakeawaysBrands must grasp cultural nuances to forge authentic connections across diverse audiences across different fandoms from sports,gaming,webco

136、mics,and creator economies.Modern fandom fosters a two-way conversation between fans and creators/brands,where fans feel valued.Successful brands authentically integrate their products into fan experiences.rather than simply sponsoring content,embedding themselves naturally within communities.Algori

137、thms and technology can help brands,marketers,and individuals find their niche communities,enhancing personalized engagement.But marketers should ensure that their campaigns are authentic and respectful by collaborating with the cultural experts and community leaders.Prioritize representation,stay i

138、nformed on cultural trends,and remain receptive to feedback for continuous improvement.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025Brewing The Future:How AI,Biometrics,&XR are Redefining Media Experiences24In this session of live demos,Coffee,a 12-year-old digital immersive agency,showcased transfor

139、mative ways for brands to connect with audiences through innovative technology.Structured across three critical divisions Labs,Boost,and Live the agency specializes in creating unique experiences using cutting-edge technologies like AI,AR,VR,robotics,and biometrics.Standout case studies highlight Co

140、ffees innovative approach to interactive and creative media.As an example,for Kroger,they developed Chef Bot,an AI system that suggests recipes from an image of leftover ingredients.The Oppenheimer Funds Optimist Index revealed fascinating insights by analyzing the disconnect between investors state

141、d and actual emotional responses.And a Snickers campaign with Spotify demonstrated their creative prowess by using facial recognition to generate personalized music playlists based on emotional states.Looking forward,the implications for brands are profound.As technology continues to evolve and infl

142、uence consumer behavior,brands must embrace these innovations to stay competitive.For example,the way we use touchscreens has changed the way we think about gesture and gesture related technology.These kinds of immersive experiences created through AI,AR,VR,and biometrics will become essential for c

143、apturing audience attention and driving engagement.Brands that create more dynamic,personalized and memorable interactions can foster stronger brand affinity and loyalty.Furthermore,the ability to track and measure emotional responses in real-time provides valuable insights into consumer behavior,al

144、lowing brands to refine their strategies and improve ROI.As the media landscape becomes increasingly fragmented,brands must focus on creating seamless,integrated experiences that resonate with consumers on a deeper level.In summary,the future of brand engagement lies in a new paradigm where technolo

145、gy,creativity,and strategic thinking converge to redefine audience interaction and drive brand success.Al Silvestri,Partner&Chief Creative/Marketing Officer,Coffee LabsINNOVATION SUMMIT 202525Key TakeawaysNew updates within cutting-edge technologies like AI,AR,VR,robotics,and biometrics are revoluti

146、onizing digital media and live events,creating immersive experiences that captivate audiences in unprecedented ways.These high-touch digital activations lead to higher engagement,greater memorability,and recall.Additionally,lower funnel metrics can be tracked from engagement to retail with full attr

147、ibution,providing valuable insights into consumer behavior and ROI.Technology is at an all-time high of capability if you can dream it,it can be created.Media can too be creative;its not just for the creative agencies.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025“Customers are no longer going shoppin

148、g,they are always shopping.”Kavita Cariapa,SVP,Head of Commerce Activation,dentsuExpanding the Horizons of Shoppable Moments26In a forward-looking discussion featuring TalkShopLive and Unity,panelists explored how shoppable media is transforming consumer experiences across platforms.The session high

149、lighted the evolution from traditional promotion to immediate point-of-sale opportunities,meeting customers wherever they engage with content.Shoppable moments are instances where consumers can seamlessly purchase products directly from content,and the expansion of shoppable moments enables brands a

150、nd marketers to meet consumers where they are.Its a growing trend of integrating shopping experiences into various forms of media,such as videos,social media posts,live streams,and even in-game environments.This expansion is driven in part by changing consumer habits the panelists emphasized that wi

151、th two-thirds of grocery shopping now happening on mobile devices,so brands must adapt to evolving consumers digital habits across the mobile environment,whether it is in gaming,apps,and livestreaming platforms.This is summarized by the moderator Kavita Cariapa,“Customers are no longer going shoppin

152、g,they are always shopping.”Both TalkShopLive and Unity agreed that scalability remains the biggest challenge for brands seeking repeatable commerce experiences.They highlighted the growing importance of retail media networks(with over 200 now available)and how properly utilizing first-party data cr

153、eates actionable insights for future campaigns.Often,the barrier to adoption,especially with technologies on the horizon for commerce,is scale,but there is an additional challenge to this new expansion,and that is entering a new environment.The panel concluded that effective shoppable media requires

154、 a three-pronged approach:seamlessly integrating purchase opportunities,respecting the native experience of each platform,and using performance data to refine strategies across multiple channels ultimately creating a shopping ecosystem that transcends traditional retail boundaries.Kavita Cariapa,SVP

155、,Head of Commerce Activation,dentsuBryan Moore,Founder&CEO,TalkShopLiveAdam Kadet,Senior Client Partner,UnityINNOVATION SUMMIT 202527Key TakeawaysConsumers are already shopping using their mobile devices,the next expansion of the retail ecosystem should meet them where they are whether that is engag

156、ing with social content,live streams,or through games,without disrupting their native experience.To effectively enhance engagement and drive sales,brands should focus on personalization,ensuring that shoppable moments are relevant to the target audience,and content quality because it is crucial to b

157、alance commercial intent with providing a seamless and enjoyable shopping experience for consumers.The mindset of just finding consumers who are already in shopping mode is gone everyone can be inspired to shop at anytime,anywhere.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025The Convergence Revolutio

158、n:How Technology is Bridging Content,Commerce&Culture28In a dynamic session exploring the intersection of technology,advertising,and entertainment,industry leaders from Mirriad,Warner Bros.Discover,and the Carat team highlighted how the media landscape is evolving beyond traditional boundaries.Speak

159、ers emphasized that todays digital ecosystem has transformed how we consume media,with social platforms becoming primary sources for news and entertainment.The rise of user-generated content on platforms like TikTok and Instagram has created expectations for authenticity and transparency from brands

160、.This shift in content consumption underscores the importance of building connections where audiences already are,using beloved IP and talent to create something special that wouldnt exist without the brand.In the first building block,Mirriad showcased its innovative virtual product placement(VPP)te

161、chnology,which uses AI to seamlessly integrate brands into existing video content.This technology scans and analyzes content to identify optimal moments for product placement,ensuring that the integrated products appear natural and contextually relevant within the scenes,thereby enhancing the viewer

162、 experience without traditional ad disruptions.A process that has historically taken 8+months to now being inserted programmatically and seamlessly.Warner Bros/Discovery,in partnership with Mirriads capabilities,took this one step further,and presented its Max streaming platform,which now offers sho

163、ppable experiences integrated with the programming.Using AI,they can identify and categorize specific moments within shows to create contextually relevant opportunities for brands to connect meaningfully with audiences.This approach leverages both AI technology and human creativity to ensure the cre

164、ation of meaningful and engaging content that resonates with viewers.But the key content theme that emerged in the discussion was newstalgia its the concept of leveraging beloved IP to create multigenerational moments that feel both familiar and fresh.This approach taps into consumers desire for com

165、fort while introducing iconic content to new audiences.The right combination of the technology,commerce capabilities,and content alignment is the key to success.Successful innovation requires inclusion and thoughtful partnerships.Rather than interrupting content,brands must find ways to enhance the

166、viewer experience through contextual relevance,such as the hotel in White Lotus selling out immediately after airing.As competition for attention intensifies,the session concluded that brands must move beyond traditional advertising to remain relevant.Creating seamless integrations that respect audi

167、ence expectations while unlocking new commercial opportunities is essential for success in this evolving landscape.”Newstalgia its the concept of leveraging beloved IP to create multigenerational moments that feel both familiar and fresh.Elizabeth Cambridge,VP,Content,CaratKerry Doyle,EVP,Head of Co

168、ntent,CaratMaria Teresa Hernandez,SVP Brand Partnerships&Head of Diverse Supplier Marketplace,MirriadSheereen Miller-Russell,EVP Ad Sales&Client Partnerships,Warner Bros.DiscoveryINNOVATION SUMMIT 202529Key TakeawaysWhile AI technology is crucial for empowering technology like virtual product placem

169、ent(VPP),human input and creativity are essential to leverage these tools effectively.This combination ensures the creation of meaningful and engaging content that resonates with audiences.Successful brand integration involves creating special experiences that resonate with audiences by using belove

170、d IP and talent.This approach ensures that the content feels unique and wouldnt exist without the brands involvement.Brands must focus on enhancing the viewer experience through contextual relevance rather than interrupting content.This strategy includes creating seamless integrations that respect a

171、udience expectations while unlocking new commercial opportunities.INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025The Carat POV:Pioneering the Future of Media30This closing roundtable brought together Carats department and client leads to reflect on the engaging sessions of the day and discuss actionabl

172、e takeaways for our teams and clients.The discussion emphasized the power of artificial intelligence(AI)as a tool to free up time for strategic thinking and amplify human creativity,rather than replace it.Panelists unanimously viewed AI as a means to enhance strategic thinking and solve complex busi

173、ness challenges.A critical insight from Joanna Hawkes highlighted a significant gender disparity in AI adoption,noting that while one in two men have adopted generative AI,only one in three women have done so.She challenged women to view AI as an empowerment tool,not a shortcut,urging them to overco

174、me the Good Girls Dilemma.She stated,“Weve been taught for so long that we have to work harder to prove our capabilities.And now AI comes and its a cheat code and it is viewed as cheating,but its not.”The overarching message was clear:AI is a sophisticated tool that requires human intelligence,creat

175、ivity,and intentional application.It should serve to amplify human potential,not replace the nuanced thinking that makes us uniquely capable of solving complex challenges.Innovation should be actionable and intentional,nurturing habits,behaviors,and ways of thinking that solve real problems.On the c

176、onsumer side,there is a desire to be treated more humanly.Leveraging AI to facilitate one-on-one interactions can help brands connect more personally with their audiences.As competition for attention intensifies,brands must move beyond traditional advertising to create seamless integrations that res

177、pect audience expectations while unlocking new commercial opportunities.The panel advocated for a practical approach to Innovation across all sectors that were discussed throughout the day,recommending incremental innovation roadmaps and thoughtful learning agendas.They stressed the importance of br

178、inging unique perspectives,personal decision-making,and accountability to technological interactions.This aligns with the common thread of recentering on the human experience,where human creativity matters greatly.Technologies,such as AI,Data,gaming arenas,and others are just a tool,a tool that can

179、be used to help uncover consumer insights,help tell a brand story,find aligned moments for the brand,impart an impactful memory,and much more.Marketers should be more adamant about pushing for creative innovation and taking calculated risks that could have great reward in the long run.Being early in

180、 sectors that require a steep learning curve will always be a compounding skill to have,especially as more bleeding edge technologies start to take shape across the masses.Michael Liu,EVP,Head of InnovationJoanna Hawkes,EVP,Head of StrategyManny Hernandez,SVP,Head of DigitalChristina Lu,SVP,Strategy

181、Ryan Sammartino,VP,Head of SocialAmy Siegel,VP,Director of Innovation&InvestmentINNOVATION SUMMIT 2025Key TakeawaysRecenter on the Human Experience:Human creativity is crucial,and innovation should be a yes,and.approach,integrating new technologies while maintaining human oversight and creativity.AI

182、 tools make us smarter and more efficient,allowing us to focus on strategic thinking while maintaining our unique perspectives and decision-making.And consumers desire more human interactions.Leveraging AI to facilitate one-to-one communication can help brands connect personally with their audiences

183、.Cautious AI Use:Exercise caution when using AI.Its important to balance technological potential with human emotional complexity.Intentional Innovation:With the new technology,we must be more intentional about focusing on actionable innovation that nurtures habits,behaviors,and problem-solving skill

184、s.Innovation should solve real problems and not be pursued for its own sake.Women and AI:Women in marketing and leadership should engage more with AI to leverage its full potential and overcome gender disparities in AI adoption.31INNOVATION SUMMIT 2025INNOVATION SUMMIT 202532The Innovation LabThe Su

185、mmit showcased an intriguing glimpse into the future of media innovation,featuring nine partners who demonstrated their work at the Innovation Lab.These included KERV AI,Telly TV,Vurvey,Coffee Labs,Unity,TalkShopLive,GlassView,Seedtag,and Akkio.Throughout the event,these collaborators encouraged par

186、ticipants to envision the future implications of media and highlighted the remarkable possibilities of the evolving landscape shifts.Coffee Labs offered attendees the chance to engage with their inventive applications of AI,AR,and biometrics.They displayed AI-generated artwork through their Artify i

187、nstallation and employed sentiment analysis to gauge the attendees specific cravings via an ad unit.GlassView invited participants to gain insights into the neurological responses while wearing their headband to understand how everyday actions impact how we feel.Interestingly,research revealed that

188、the mere mention of the word joy stimulates positive brain activity.To experience the“future of television”,Telly set up two dual-screen TVs and showcased interactive games that got attendees moving.Along with the innovative second screen,this highlighted the user experience,motion-detection capabil

189、ities,and potential for advertising placements.Taking a hands-on approach,Vurvey introduced Vurbs,AI agents representing products such as Heinz Ketchup or an Air New Zealand aircraft,allowing attendees to interact with these product personifications.They also demonstrated in real-time how to create

190、and deploy autonomous AI Agents.Focusing on big data and AI,Akkio showcased its intuitive platform that allows users to extract media and marketing insights through natural language processing of extensive data sets.Meanwhile,Seedtag exhibited its tailored AI-driven contextual solutions,and KERV AI

191、demonstrated how their AI technologies could assist brands in tracking engagement at the object level,which has implications for contextual placements and sentiment understanding within video content.In exploring the evolution of shoppable moments and retail media,TalkShopLive recreated a livestream

192、 event experience,conducting a live raffle featuring celebrity-signed books.At the same time,Unity illustrated how it integrates commerce within gaming environments,ranging from ad placements to new native in-game shopping features.Together,these partners exhibited and investigated technologies and

193、ideas that are revolutionizing industries,paving the way for a future where intelligence,creativity,and interaction converge to create a new era of media innovation.INNOVATION SUMMIT 2025The information contained in this Report is confidential and intended only for the recipient of this Report from

194、Carat.Please do not share,copy,reproduce or alter in any way without the written consent of Carat.This Report is for general information only and relate to an area that is rapidly evolving and may not be up to date with the most recent changes in related laws and regulations.It is not intended as le

195、gal advice and should not be relied upon forany legal action or decision.Please consult your legal counsel/department before taking any action related to the information contained in this Report.If you are interested in learning more about The Future of Media,Carat Innovation,or scheduling an Innova

196、tion Workshop for your brand,please contact us:ISummit Organizers,Authors,and ContributorsMICHAEL LIUEVP,Head of InnovationAMY SIEGELVP,Innovation&InvestmentCHRISTINA LU SVP,StrategyBIN WUAssociate Director,InnovationSHARON WONGExecutive Assistant and Projects&Events CoordinatorJULIEN ZIDIGroup Director,PlanningCHELSEA RADOVANOVICHead of Global Product&Solutions MarketingKATIE SOROTADirector,Strategic ContentINNOVATION SUMMIT 2025INNOVATION SUMMIT 2025INNOVATION SUMMIT 2025