{"id":1773,"date":"2025-12-23T16:54:28","date_gmt":"2025-12-23T15:54:28","guid":{"rendered":"https:\/\/segati.biz\/you-can-feel-that-something-is-changing-in-advertising\/"},"modified":"2025-12-23T16:54:30","modified_gmt":"2025-12-23T15:54:30","slug":"you-can-feel-that-something-is-changing-in-advertising","status":"publish","type":"post","link":"https:\/\/segati.biz\/en\/you-can-feel-that-something-is-changing-in-advertising\/","title":{"rendered":"You can feel that something is changing in advertising."},"content":{"rendered":"
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Mercedes-Benz is testing with Microsoft a format in which the advertisement becomes a conversation in Copilot. Instead of the classic banner, a brand agent helps configure your car in real time.<\/p>\n<\/div>\n

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What strikes me is that it completely shifts the creative skill set. Before, we scripted 30 seconds. Now, you have to design hundreds of possible conversational scenarios, define how the brand responds when it’s challenged, when it hesitates, when it compares.<\/p>\n<\/div>\n

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And on the measurement side: we move from reach\/frequency to interaction time, to the quality of the exchanges. That changes the very definition of a ‘good’ campaign.<\/p>\n<\/div>\n

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The risk? That all brands sound the same if they use the same underlying AI models. True differentiation will surely lie in prompt engineering and fine-tuning.<\/p>\n<\/div>\n

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Do you see any other implications I might have missed?<\/p>\n<\/div>\n

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More info: <\/em>https:\/\/about.ads.microsoft.com\/en\/blog\/post\/july-2025\/cannes-lions-2025-how-ai-is-breaking-creative-barriers-and-making-buying-journeys-better<\/a><\/i><\/p>\n

#AI #Marketing #Advertising #AdTech #MarTech #CreativeStrategy #StrategicPlanning #BrandExperience #ConversationDesign #GenerativeAI<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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