AI: THE NEW AUDIENCE TO COMPETE FOR
By Fannie McWatt, Ph.D., and Adriano Botter
What if AI isn’t just shaping how we market, but who we market to?
Fannie McWatt and Adriano Botter’s recent MM+M article highlights a pivotal shift: AI is moving beyond enablement to active participation, increasingly sitting between brands and audiences and influencing decisions on their behalf.
That means brands are no longer competing solely for human attention, but for algorithmic preference. As AI reshapes discovery, visibility will depend on credibility, context, and how well brands show up in the signals AI prioritizes.
The challenge, and opportunity is clear: build for both human connection and machine understanding. Because in this next chapter, influence lives in both.