The Progress Report

AI in advertising: What it unlocks and what it may risk

Episode Summary

AI can optimize every impression. It can personalize every message. It can tell you exactly what’s working. So why is trust getting harder to earn? In this episode, McKinsey joins us to unpack a tradeoff at the heart of modern advertising: the more precisely you target, the more fragile your brand can become. We examine how personalization, performance and brand consistency are being reshaped in an AI-fueled market, and what leaders must rethink to scale impact without losing control. Featured experts  Craig Macdonald, Partner, Media and Advertising at McKinsey & Company Richie Naylor, Partner, Kyndryl Consult, Kyndryl

Episode Notes

AI can optimize every impression. It can personalize every message. It can tell you exactly what’s working. So why is trust getting harder to earn?

In this episode, McKinsey joins us to unpack a tradeoff at the heart of modern advertising: the more precisely you target, the more fragile your brand can become. We examine how personalization, performance and brand consistency are being reshaped in an AI-fueled market, and what leaders must rethink to scale impact without losing control.

Featured experts 

Craig Macdonald, Partner, Media and Advertising at McKinsey & Company

Richie Naylor, Partner, Kyndryl Consult, Kyndryl