As brands rely on more creators, celebrities, platforms and cultural moments to reach new audiences, getting attention is only half the battle. The harder question is whether that attention ultimately builds the brand.

With more creators, content and channels than ever, marketers are facing an explosion of creative decisions — what to make, what to back and what to scale — and AI is only accelerating the pace. Drawing on new research into what makes digital creative effective, this conversation will explore how marketers can make those decisions faster and with greater confidence, expand their reach and move at the speed of culture without losing what makes their brand distinctive.