In this panel, our experts share what a successful, profitable media business needs to look like to thrive in the future. What will have the biggest impact on how media businesses operate in the next 18 months? What changes do we need to make to better connect media investment to revenue and profit? Which AI tools are genuinely improving your day-to-day operations right now, and what are the AI applications that are most exciting looking forward? What new technologies and tools are best enabling and driving media business growth? How can media businesses shift client mindsets from "marketing as cost" to "media as investment"? If we're sitting here in ten years' time, what's the one change in how media businesses operate that you think will surprise us most – and how should we start preparing for it now?