Almost every ad you see or distribute is built to be watched. Can we rethink the kind of content we display in ads? Text, image, video - all of it is built to be watched. It goes out, and brands learn little about their users.

Digitas' Melissa Berger and Flam's Kumar Shah as they sit down with ADWEEK to explore what happens when that changes: when the audience can act inside the content instead of just watching it, what it takes to build and run that content, and what a brand gains in return.

In this deep dive, we’ll explore how AI is helping unlock a new era of interactive advertising, including: 

• Content that runs both ways. What changes when content can react and respond, and what can it do for ads?
• What's been in the way. Production time, distribution, lagging experiences - challenges, and what's actually different now.
• Planning ahead. What a brand or agency does with more insights into user behaviour.