The short version

Marc Pritchard predicted on March 26, 2024: “This turbocharge of data and AI is leading to a new S-curve of brand building. A transformation of brand-building to a continuous flow of how we engage consumers on a far more one-to-one basis. And connecting our brands directly to commerce -- to retail. We saw that merge happen in China over the…

Prediction by

Marc Pritchard

On March 26, 2024

“This turbocharge of data and AI is leading to a new S-curve of brand building. A transformation of brand-building to a continuous flow of how we engage consumers on a far more one-to-one basis. And connecting our brands directly to commerce -- to retail. We saw that merge happen in China over the last several years, and it’s now happening at a rapid pace. We’re starting to see it happening in places like India, and places in Southeast Asia. And we’re seeing it rapidly happen here in the United States.”

Follow-up

Pritchard predicted a 'new S-curve of brand building' driven by data and AI, leading to 'one-to-one' consumer engagement and direct connection to retail, happening at a 'rapid pace' in various regions including the US. Since 2024, there has been a broad and observable acceleration in retail media, performance marketing, and data-driven commerce across the globe, with a focus on personalized consumer engagement and direct-to-consumer strategies. Major brands, including P&G, have significantly increased their investments and capabilities in these areas, confirming the predicted 'rapid pace' of transformation towards a more integrated media and commerce ecosystem.

From the High Caliber AI network — see the AI for PR module in the course.