AI, Digital Video, and Audio: Build a Future-Ready Mix

Stay ahead of the curve by mastering the practical shifts in AI, video, and audio that are redefining campaign success.

The pace of change in marketing is accelerating, driven by innovations in GenAI, digital video, and audio. These technologies are reshaping how we engage audiences, unlocking new creative potential and efficiencies. To stay ahead, marketers need to move beyond simply adopting new tools and instead develop agile strategies that anticipate ongoing shifts in consumer behavior and technology.

With 15 years of experience guiding brands through constant change, we’ve learned that success comes from focusing on the fundamentals. This article breaks down three key areas—AI, video, and audio—and provides actionable best practices to help you navigate what’s next with clarity and confidence.

AI: From Automation to Strategic Partner

AI has moved from a futuristic idea to a daily tool in marketing. Prompt engineering—the skill of crafting effective inputs for AI—has become an essential capability. Platforms like Google and Meta now have AI integrated into their core, promising to streamline workflows and improve performance. Systems like automated bidding and PMax can identify high-value customers with minimal manual input, freeing up marketers to focus on strategy. AI boosts efficiency but also changes how marketing teams operate.

The main challenge, however, is that AI is only as good as the data it receives. It depends on clear, structured signals to work effectively. Poor data, unclear goals, or a lack of conversion tracking will result in weak outcomes. Furthermore, the digital ecosystem is siloed; Google’s AI doesn’t communicate with Meta’s AI, resulting in insights that are not shared across different systems. The “black box” nature of AI requires human oversight to steer campaigns and avoid issues like unintentionally high ad costs.

To make AI work for you, focus on these actions:

• Organize your data. Establish clean conversion tracking and define specific campaign goals to provide the strong signals AI needs to perform.
• Balance automation with oversight. Use your expertise to analyze the insights AI provides. Regularly check automated bidding to ensure it aligns with your budget and business objectives.
• Embrace new roles. AI handles repetitive tasks, but it creates a need for strategic oversight. Focus on high-level decision-making, letting automation handle the granular work.

Also Read: How AI is pushing partnership marketing to new levels of power and performance

Digital Video and CTV: Reaching Fragmented Audiences

As traditional TV viewership declines, CTV and digital video have become essential for reaching audiences. These channels combine the storytelling power of television with the precise targeting and analytics of digital marketing. You can now engage viewers on services like YouTube, Peacock, and Hulu, connecting with them in premium environments.

The problem is that many brands are hesitant to adopt CTV due to unfamiliarity or doubts about its impact. A major hurdle is the lack of universal click-throughs on ads, which complicates direct-response tracking. At the same time, the streaming landscape is fragmented. Viewers are spread across numerous platforms, making it difficult to achieve both scale and precision while allocating budgets efficiently.

To maximize your video and CTV strategy, take these steps:

• Diversify your platform mix. Don’t rely on a single service. Identify where your target audience spends its time—from YouTube to TikTok—and tailor content for each platform.
• Focus on key metrics. Track video completion rates, reach, and lift in addition to direct conversions. This gives you a clearer picture of campaign performance and ROI.
• Stay ahead of privacy changes. Adopt strategies that respect user data and build trust while still delivering personalized, relevant advertising.

Audio: Turning Listeners Into Lasting Customers

From podcasts to smart speakers, audio has become a key channel for reaching consumers during screen-free moments. As people listen while commuting, exercising, or doing chores, brands have a unique opportunity for authentic engagement.

However, audio presents significant measurement challenges. Without clickable elements, tracking ROI and attributing conversions is significantly more challenging than on other digital platforms. Listeners also frequently skip ads or pay for ad-free subscriptions, reducing the reach of traditional audio advertising. In a crowded marketplace, simply getting your content discovered can be a major obstacle.

To succeed in audio, try these approaches:

• Optimize for voice search. Craft conversational, question-based content and use voice-friendly keywords on your website to appear in spoken search results.
• Use native integrations. Overcome ad resistance with host-read sponsorships or ads that offer genuine value and entertainment, blending seamlessly into the listening experience.
• Improve discoverability. Pay close attention to metadata and SEO best practices for audio. Use analytics from platforms like Spotify and Google to track listener behavior and refine your strategy.

Preparing for the Future of Marketing

Technology is changing how consumers search for information and engage with brands. To navigate this new landscape, you need a proactive plan. The path forward is about combining disciplined data with agile creativity.

Start by enhancing your signal quality with clean first-party data to guide AI systems. As attention scatters, build a cross-channel measurement framework using methods like incrementality testing to understand true impact. Design modular creative assets that can be easily adapted for both long-form storytelling on CTV and short-form clips on social media.

Above all, keep human judgment at the center of your strategy. Pressure-test insights, prioritize trust, and optimize for the entire customer journey. Teams that operate this way won’t just keep up; they will build momentum and grow as the marketing landscape continues to evolve.