AI can optimize every impression. It can personalize every message. It can tell you exactly what’s working. So why is trust getting harder to earn?
In this episode, McKinsey joins us to unpack a tradeoff at the heart of modern advertising: the more precisely you target, the more fragile your brand can become. We examine how personalization, performance and brand consistency are being reshaped in an AI-fueled market, and what leaders must rethink to scale impact without losing control.
Featured experts
Craig Macdonald, Partner, Media and Advertising at McKinsey & Company
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