AI becomes the backbone of the brand experience
Artificial intelligence is no longer a “product add-on” in a recommendation; it becomes the very infrastructure of brand experiences. The Future 100 report by VML identifies three concrete transformations for marketing decision-makers.
From tool AI to inventive AI — When the machine becomes co-author
VML observes a shift in function: AI moves from a purely functional role to a creative and emotional contribution. It now integrates the design of brand experiences from the outset. The most advanced platforms use it to generate, test, and continuously refine ideas and ultra-contextualized journeys.
Brands build systems capable of producing infinite creative variations, adapted in real time to the contexts of each audience. AI becomes a co-author of the creative strategy.
Why it’s inspiring: This evolution enables scaling strategic intent without diluting brand coherence. Marketing can finally fulfill its promise of relevance without multiplying creative resources.
AI agents and hybrid teams — The marketing organization is transforming
The Future 100 describes AI systems capable of acting as true agents, making decisions and executing end-to-end tasks. This translates into the emergence of hybrid teams where humans and AI agents work together.
VML identifies new roles: orchestrator of AI agents, designer of intelligent workflows, guardian of brand coherence. The agents take charge of execution, while human teams focus on vision and strategy.
Why it’s inspiring: This organization frees talent for high-value-added missions. Teams move away from repetitive operational tasks to invest in strategy and creativity.
AI-assisted world-building — Building coherent brand universes
VML observes the convergence of AI, synthetic media, and spatial computing to create “shared realities.” These persistent, real-time adaptable universes become spaces where consumers live, play, shop, and learn.
For advertisers, this changes the strategic question: it’s no longer about multiplying isolated touchpoints, but about designing brand ecosystems where each interface can be generated and personalized by AI while maintaining the narrative thread.
Why it’s inspiring: Brands can create infinitely modular experiences while maintaining a strong identity. AI enables scaling creativity without sacrificing coherence.
What this changes for us
These three trends reveal a common logic: AI moves from the status of optimization lever to the infrastructure of the brand experience. Inventive AI continuously generates contextual narratives. Hybrid teams redistribute roles. World-building turns the brand into a persistent universe.
The organizations that will succeed will not be those that automate the existing, but those that rethink their role in a world co-constructed with machines.
Three concrete avenues: Test a generative creative platform capable of producing continuous variations, map your processes to define which AI agents could liberate your teams, and design a prototype of a brand universe where each touchpoint is embedded in a coherent narrative.
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Sources :
The Future 100 2025 (VML) https://www.vml.com/insight/the-future-100-2025-key-trends-across-18-industries
The Future 100 2025 – Technology (VML) https://www.vml.com/insight/future-100-2025-technology
The Future 100 2026 Event (VML) https://www.vml.com/the-future-100-2026-new-york-city-event