Karol Masalski from Game Changer, Group One Poland, on how virtual concerts are revolutionizing brand engagement and shaping the future of marketing to the younger generation.

Sustainability is THE big issue in the current clash of generations and is emotionally highly charged. There is a great deal of uncertainty among consumers with regard to sustainability messages. Companies must position themselves credibly and authentically. Together with its cooperation partner september Strategie & Forschung, Mediaplus has identified three possible brand strategies for effective sustainability communication. The basis for this was the AI-based emotion database Emotion Engine®.

Integrating Artificial Intelligence into marketing organizations is a colossal undertaking. The challenges are immense, from data complexity to skill gaps, ethical concerns, and the struggle to manage customer experiences holistically.