Marketing Futures Committee Thought Leadership

Springboard.ai discussed the lack of creativity that large language models (LLMs) provide and shared the best approaches for marketers using LLMs during an October 2025 Marketing Futures Committee meeting.

Emma Chiu, global director at VML Intelligence, provided an overview of key takeaways from the 2025 edition of her organization’s annual and indispensable report, The Future 100.

Agency Mania Solutions’ Bruno Gralpois sought to give a different perspective on AI, offering six lenses through which to view the rapidly advancing technology, each meant to provide a new perspective on how it might affect client-agency relationships.

During a session at a December 2024 meeting of the ANA’s Marketing Futures Committee, integrated marketing agency Inspira shared background information on generation Alpha and gave advice for how to cultivate meaningful connections with this emerging age cohort.

In partnership with Nimbly, marketing agency PACO Collective recently conducted a study of generation Z’s attitudes toward inclusivity and shared some of its findings at a December 2024 meeting of the ANA’s Marketing Futures Committee.

During a session at a September 2024 meeting of the ANA’s Marketing Futures Committee, Hudson MX, a media management and measurement platform, shared predictions for four trends that it expects could reshape marketers’ approaches to their jobs.

AI continues to revolutionize various industries, with an expected annual growth rate of 37.3 percent between 2023 and 2030. ANA's Marketing Futures aims to empower marketers with this suite of pragmatic resources that help brands incorporate AI into their strategic roadmaps and daily workflows.

During a session held at a December 2023 meeting of the ANA’s Marketing Futures Committee, Jason Carmel, global creative data lead at Wunderman Thompson, distinguished between “operational AI” and “inspirational AI” and advocated for the use of the latter.

During a session at a December 2023 meeting of the ANA’s Marketing Futures Committee, attendees learned about the current and future capabilities of streaming TV, courtesy of William Roberts-Foster, vice president, product strategy and ad innovation at NBCUniversal Advertising and Partnerships.

Sean Corcoran, U.S. CEO of Mediahub Worldwide, identifies four key developments on the media landscape that marketers should be keeping tabs on.

Futurist Faith Popcorn peers into her crystal ball for glimpses of the future of marketing and technology.

Katrin Ribant, CEO at Multifaktorial, and Michael Berberich, ANA Marketing Futures Committee leader, discussed ChatGPT’s potential to transform the way brands communicate with customers and explored whether AI will ever take marketers’ jobs.

Wunderman Thompson’s Emma Chiu provided an overview of the 2023 “Future Trend” report — which covers marketing and business trends to follow this year — sharing insights around the “joyconomy,” the future of inclusivity, and metaversal living.

At a December 2022 meeting of the ANA Marketing Futures Committee, futurist Brian David Johnson described his approach to forecasting.

Blue Chip demystified the evolving landscape sharing immediate applications that can lead to quick wins and outlined the longer-term commerce opportunities for brands.

Faith Popcorn's BrainReserve explored three forces that will impact businesses now and in the future.

Marketing Futures conducted a primary research study that explored how marketers plan to leverage emerging trends and innovative marketing tactics in 2022 and beyond. Analysis of this study’s data revealed two very different groups of marketers heading in divergent directions: the “laggards” and “hypergrowth” marketers.

The ANA Marketing Futures “Practice of Innovation” Report is a guidebook for disruptors. Exclusive interviews with some of the brightest minds in our industry demystify innovation and provide concrete steps for marketers to embed the practice within their brands.

How did the Tennessee Department of Tourism use technology to provide parents with a trusted source of honest and authentic feedback? By leveraging neuroscience technology to create a new metric to help parents understand visitor satisfaction: laughter.

How did a Fortune 500 financial institution move beyond clicks and drive engagement of their owned content? By leveraging the potential of Artificial Intelligence (AI) to understand what content was resonating with their consumers and serving it up at the perfect time.