Insights at the corner of technology and culture.

At our latest Futureproof Project event we sat down with Grant McDougall, founder of BlueOcean, with 25 years of experience in marketing and digital product development, he shared valuable insights on the evolving landscape of brand measurement and the role of AI in media attribution.

In the rapidly evolving world of business, AI has become a transformative force. Many companies have individuals experimenting with AI tools, but few have a cohesive strategy or framework for seamless adoption across their organization. This morning, Traction presented our "Futureproof Framework" for AI Adoption to the ANA AI Forum committee, offering invaluable insights on how businesses can effectively integrate AI into their operations.

In an article for the ANA Industry Insights report, our CEO, Adam Kleinberg, examines the perceived declining relevance of the CMO role amid high-profile departures and evolving mar-tech demands. He discusses how the need for rapid marketing results clashes with slow tech implementations, suggesting a rebrand of the marketing leadership role to better align with modern business needs.

We had the pleasure of sitting down with the newest member of our liquid workforce, Steve Pratt, co-founder of Noodle.ai and Infosys Consulting and a two-time “Top 25 Consultants in the World” honoree.

The Futureproof Project's "Driving Growth with AI" event in New York was honored to have Cezanne Huq, VP of Growth at HelloFresh join us as our special guest.

UPDATE: WE WON! Traction was named the Campaign US Agency of the Year in the Talent Management category.

Our latest Futureproof Project event in San Francisco, "Savvy Marketing in the AI Era," was a profound exploration of how AI reshapes our understanding of marketing, innovation, and societal norms. I had the honor of sitting down with Shiv Singh, a vanguard in the intersection of marketing and digital innovation.

This week, Digiday wrote a story on how Traction is revolutionizing client services with former brand-side talent and how Lauren Evans joined Traction and was promoted to lead our client service team after spending 9 years growing lululemon from a $500M to a $6B business.

It’s no surprise that marketing is one of the first disciplines to embrace generative AI. In a recent State of Generative AI Survey by risk management platform Portal26, 68% of respondents in the marketing, media and sales categories believed generative AI would give their organization a significant competitive advantage.

There are 58,000 AI companies in the world today. 17,000 of them are based in the United States. That’s a lot. Marketers tend to keep up with technology more than most. I’d guess that half the people reading this are already using ChatGPT on a daily basis.

Last week, I had the absolute pleasure of interviewing Tara Sharp, an extraordinary marketer, thought leader and all around inspiring woman, at an amazing "Live from Davos" virtual event for The Futureproof Project!

With the rise of GenAI and all the hoopla around it, it’s hard for marketers to see the forest from the trees. We're poised for more turbulence and disruption than ever before. Here are nine of the biggest challenges CMOs will need to navigate in 2024.

Our last dinner gathering of the Futureproof was in NYC with Traction's strategic partners at Instalily.ai. The night was truly one for the books! The session gave attendees a glimpse in the next wave of innovation beyond generative AI... Autonomous AI Agents.

I recently had the pleasure of sharing my views with my friend Cory Treffiletti for a feature interview on his new podcast, "Original Digital," on the current state of marketing, common challenges brands face today, and advice I have for the next generation of marketing leaders. This is an industry I’ve been immersed in for over 20 years, so I’ve seen my fair share of seismic shifts.

The Futureproof Project recently hosted two events that were all about embracing AI in the marketing world. Leading the charge at these events was Futureproof member, Sunil Subhedar, a growth marketing leader from Canva and Uber.

It’s no secret: e-commerce is driving a tsunami of change across the retail landscape.

Brands need to bridge the gap between technology and culture to keep pace with change. The emergence of AI will hit us like a tsunami in the coming years. The Culture Stack is the toolkit marketers will need to activate their data and penetrate culture.

Traction's Neil Cohen authored a blog post on how "The Pendulum Swings Back to Brand" in a prestigious Scandinavian trends journal, TID & Tendenser.

Conversational Commerce empowered by Generative AI and the explosive rise of Retail Media Networks will forever change how you connect with customers.

Last week, Traction hosted an insightful dinner in NYC for The Futureproof Project. We were honored to have Saul J. Berman, Ph.D. as our guest speaker for the evening.

Our CEO, Adam Kleinberg, in a recent interview on the SharkPreneur podcast.