Technology

Every marketer has access to the same AI tools. And here's what that's quietly doing: it's making everyone faster at producing the exact same average. It’s diluting brands — just as brand has become more important than ever. The winners of the next few years aren’t going to be the marketers who adopted AI fastest. It'll be the ones who figured out what to do with it that no one else can copy.

$8 mocha, yes. $3 shipping, no. $200 concert tickets, yes. Grocery coupons, also yes. And if that logic sounds contradictory, you're not paying close enough attention to the consumer you're trying to reach.

From Davos to the Futureproof community, the AI conversation has shifted from hype to accountability. Hayley Nelson breaks down geopolitical tension, shaky ROI, AGI urgency, and why CMOs must lead ethical, human-centric AI—now.

At our Futureproof x Zeta dinner, marketing leaders spoke candidly about AI ambition outpacing infrastructure, soaring content demands, and the urgent need for modern operating models.

AI isn’t just boosting productivity—it’s redefining how brands connect, blending creativity and tech to reshape the entire consumer relationship.

AI can now generate cinematic shots—but can it master the art of movement? Our latest test at Futureproof Studios explores how tools like Veo, Runway, and Kling handle tracking, orbit, and crane shots to see if AI can truly direct emotion through motion.

At an exclusive Futureproof dinner during Advertising Week NYC, leaders gathered to discuss how AI is reshaping marketing. No panels. No fluff. Just raw, honest conversation about brand, bias, creativity—and what it means to lead in a world moving faster than ever.

The Futureproof Project sat down with Figma’s new CDO, Loredana Crisan, to explore how AI is reshaping design—from workflows and collaboration to creativity and the future role of designers.

If you walked the RSAC floor this year, it probably felt like a blur. Booth after booth shouting the same jargon. Hundreds of companies. One giant sea of sameness. Taglines so interchangeable you could run a roulette wheel and get the same pitch. The irony? Every single one of these companies claimed to be unique.

We tested top AI video tools using the same jogging prompt to see how well they handle motion. From smooth strides to sprinting into the ocean, our series reveals which generators are ready for production—and which ones still have work to do.

Last week in Nashville, the Futureproof Project gathered an influential group of CMOs and creative leaders for a private dinner unlike any other—hosted by Traction in collaboration with the ANA and XR Extreme Reach. The evening sparked an honest, forward-looking dialogue about the future of creativity inside brands.

In January, Traction and The Futureproof Project just dropped our groundbreaking 2025 AI Insights CMO Report. We believe it is the most comprehensive and practical resource on marketing with AI available today. The response has been so strong, we just published a Volume 2 with new case studies, new frameworks and new insights to help you win on your AI adoption journey.

Marketers are not spectators in the AI revolution. We are the drivers of change. The question on the table? How do we not just survive this AI wave — but use it to win? At the most recent meeting of the Futureproof Project in New York's Upper East Side, we facilitated a raw, honest, future-focused discussion with a dozen CMOs and marketing leaders on what it means to lead in this new era — where AI agents think for you, data predicts your customer's next move, and the old rules just don't apply anymore.

In our latest Futureproof Project session, we broke down how AI is reshaping marketing, why IT and legal are blocking adoption, and why agencies must shift from selling hours to selling solutions. From AI-generated creativity to data privacy concerns and tool overload, we covered what’s working, what’s hype, and how to stay ahead. The future belongs to those who adapt and act.

The blank sheet approach to marketing organization design invites leaders to set aside legacy structures and imagine their ideal marketing organization from first principles—creating space for true innovation, AI integration, and customer-centricity.

AI isn’t replacing creativity—it’s redefining it. Futureproof: Create explores how creatives can harness AI to work smarter and stay ahead.

In today's digital landscape, simply ranking on the first page of search results isn't enough. Users crave instant answers, and search engines like Google are increasingly delivering them directly within the search results page – the coveted "Position Zero" or "Featured Snippet." This is where Answer Engine Optimization (AEO) comes in, and it's a game-changer for your online visibility.

Unlock practical AI strategies to streamline workflows, scale your brand, and automate tasks. Futureproof your marketing today!

The marketing landscape is undergoing a seismic shift, propelled by rapid advancements in artificial intelligence. At our most recent meeting of The Futureproof Project, our CEO Adam Kleinberg and AI consultant, Sunil Subhedar, shared a new Futureproof Framework for how brands can harness AI's potential to drive innovation and gain a competitive edge.

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.