Why simplicity and difference matter most in the age of AI

2026-04-29

Dom Boyd, managing director of Kantar's marketing effectiveness practice, emphasizes the importance of human instinct, simplicity and difference as AI becomes more prevalent in marketing. Boyd stresses the need for creativity to complement data and measurement, and warns against over-reliance on automation, which he sees as a threat to creativity. "AI puts a premium on human capital," Boyd says. "The more the industry depends on systems, the more it needs to protect the thinking that makes brands stand out."

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