What media technology is exciting The Future 100 the most right now? Which innovations will make the most significant positive impact on the long-term future of our industry? What tech will change the way media is planned and traded in the future and why? All of these questions and more will be discussed as this panel of future leaders debate what will be the most important changes to our future media world, and how you can be part of the narrative. You will hear about:

• The media owners and channels that excite them the most right now and why
• What areas will AI improve and how are they already using the technology?
• Predictions as to what the media landscape could look like in five years
• Who are the brands that are leaning into media innovation and what can other advertisers learn from them?

When done right, advertising can be engaging, funny, emotive, and above all else, very effective. Whether that’s because of world-class creative, connected media planning, intelligent use of data, or something else entirely, advertising remains one of the most powerful tools at a brands disposal. In this session, our team of Future 100 stars discuss all the ingredients needed to make sure that you can succeed against your core objectives and make you fall in love with advertising all over again. They will discuss:

• The craft behind effective media planning and buying and the channels that perform best when it comes to the power of advertising effectiveness
• The impact AI and other media technologies and innovation can have on effectiveness
• Examples of brilliant campaigns and why the environments in which they appeared were crucial to their success
• Does the pressure to measure short-term results stifle our ability to make smarter decisions?
• How do we get creative and media working closer again and what are the benefits?

The recent AI All In Census show that media professionals do not view the industry as trustworthy (40%) or believe it has a positive social impact (44%). In this session we will ask the Future 100 their thoughts and why they believe less than half the industry feel this way. We will discuss:

• What have been the key drivers that have got us to a point were only 4 in 10 people who work in media believe what we do is trustworthy?
• What can we do as an industry to bring that score up next year?
• Do we believe the public perception of advertising would mirror these results, and what are the benefits of promoting trust in media and what channels do this best?
• How can we address the trust gap as AI is increasingly used to create content?

Once widely recognised as one of the most fun industries to work in, does media and advertising still have that allure and what else could be done to improve workplace culture? From workplace culture, to harnessing talent, the evolution of hybrid working, and of course the role of humans vs robots in an AI world – what does the future of the work within media look like, and who better to ask than the Future 100? In this session we will discuss:

• The value of training and what good training looks like in 2025
• AI as a tool, not a replacement – how AI and other technology provide the perfect platform to upskill the workforce of tomorrow
• Real-life examples of how leaning into DE&I has had a positive business impact and what else could be done
• What would the Future 100 like the leaders of today to focus on to make sure we have a thriving media industry in five years?

While AI will undoubtedly transform the advertising landscape, it's unlikely to entirely replace human marketers. AI is more likely to augment human capabilities, automating repetitive tasks and freeing up professionals to focus on strategic, creative, and human-centric activities. In this session, we discuss the key areas where AI will have a positive impact and why we should be excited rather than fearful, including:

• How is AI being used today and what does it look like tomorrow?
• How is AI increasing productivity, efficiency and cost reduction, including how you can automate routine tasks to allow for more focus on strategic and creative work
• Improving advertising effectiveness with better personalised and targeted advertising, enhanced customer experience, and improved measurement and optimization
• The emergence of new roles and what future media organisations could look like in 5 years