Q1 2025. France posts +3.4% growth, driven by digital. But annual forecasts are revised downward across Europe. Economic uncertainties are forcing revisions.
At the same time, the industry is experimenting across the board with generative AI. H&M creates mannequin avatars, Coca-Cola generates its campaigns by algorithms. Results? Mixed.
Cyclical crisis or structural mutation?
⏮️ Historical background. TV was supposed to kill radio. Internet, traditional media. Mobile, desktop. The same pattern every time: resistance, experimentation, coexistence.
Generative AI probably follows this logic. Early attempts were clumsy, then progressive sophistication. A complement rather than a replacement for human labor.
Fundamental question: what if this permanent instability is precisely the strength of advertising? This ability to ride its own crises to reinvent itself endlessly?
Adaptation as European sectoral DNA. Transformation as a natural state rather than an exception.
What are your observations on this evolution?
#DigitalAdvertising #ArtificialIntelligence #MarketingStrategy #Europe