Personalized experience, contextual and customized content will be the unique differentiator for brands in the future. Evolution of retailer capabilities, brand safety challenges and tech infrastructure limitations makes it harder for brands to create a one size fits all execution plan.
AI & ML influence would require right metadata to support content creation by consumer profile, market & retailer capability. Given the level of complexity, there will be an increased need for flexible tech solutions, resource upskilling & futuristic processes.
