I’ve been having fun this week, conducting thought experiments with folk at MG Unlocks (full write-up here), the annual gathering for MG OMD’s staff and clients, as part of the ongoing Trusted Advertising book tour.
Imagine we’re running a taxi company and we’ve decided to deploy AI with a brief to maximise profit. Through clever analysis of the signals coming from the devices booking the taxis, our AI has learned we can charge more when the device has a low battery charge, and even more if the booking is coming in late at night. Even more when there are signals that the booking is coming from someone who is on their own.
At what point do we step in and change the AI’s brief? At the core of this experiment is an essential question – what do brands want to be trusted for? We could be the taxi company that promises to get the car to you first and we’ll make sure it’s got a charging point… Or we could just charge you more.
As we deal with the big questions thrown to our industry, whether that is responding to new government consultations, or the challenges that global conflicts, environmental and societal pressure might bring to our shores, for me the test within the thought experiment nails it and it’s the question of our time. What is it that you want to be trusted for?
Our must reads:
- Our CEO, Stephen Woodford, has answered quickfire questions on his leadership approach and advice for equipping people with the skills and confidence to use AI. (Media Leader)
- We have released a statement alongside fellow trade bodies in response to the UK Government launching a full public consultation on the proposed application of the new Nutrient Profiling Model to ad restrictions on LHF. (LBB)
- The Young Lions 2026 winners have been announced after successfully bringing a News Alliance brief to life. (Newsworks)
- New data from LinkedIn has found that influencers build ‘trust’ and ‘credibility’ for B2B brands. (Marketing Week)
Our pick of the ads:
- Our Ad in the A is ‘We’re Breast Cancer Now. Until we’re Breast Cancer Never’ by Ogilvy UK, showcasing its ambition that by 2050 everyone with breast cancer will live.
- Anomaly has enlisted Graham Norton riding on horseback in ‘Welcome to my bank’ for Revolut.
- Adam&eve/TBWA wants to change the narrative on the peach emoji, in ‘Lipton Butt Emoji’ featuring Ice-T for Lipton Peach.
- Publicis London has remade a magazine out of toilet paper in ‘Porcelain’ for Cushelle, as 74% of Brits use the bathroom for some ‘me time’.
Dates for your diary:
- The deadline is approaching for you to enter the Cannes Lions Festival of Creativity, where you can share your work with the world and get recognition from your global peers. Enter by 9 April here.
- Our President Andria Vidler will be having a fireside chat with James Longhurst at Future of Brands on 29 April at 180 Strand. AA members can get a 30% discount by using the code AA30 via this link.
- Tickets are selling fast for our Media Business Course, taking place from 7-10 July. Book your place here.
And finally, our Ad Net Zero colleagues have a partnership with System1 to recognise ads with sustainable merit. So, check out Sky Sports’ new F1 ad ‘Race Into The Unknown’ with its subtle references to the new rules involving both fuel and electric power.
