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- TrendThemeImpact AreasCategorySummaryReport
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Short Trend Summary
Connected TV is gaining momentum, with increased investment in live content and sophisticated advertising capabilities.
Connected TV Scales- Experiences Over Material Goods
- The Power of Community and Connection
- Advertising
- Brand Storytelling
- Live Sports
- Streaming Services
- Video Content
- Brands & Advertising
- Digital Platforms
- Entertainment
Connected TV is gaining momentum, with increased investment in live content and sophisticated advertising capabilities.
Dentsu: The year of impact...Connected TV Scales
Connected TV is gaining momentum, with increased investment in live content and sophisticated advertising capabilities.
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Short Trend Summary
Algorithm availability is becoming crucial for brands, requiring a shift towards algorithm-based content and planning.
Algorithmic Planning Pivot- AI-Driven Transformation
- The Blurring of Physical and Digital Realities
- Algorithm-based Advertising
- Content Optimization
- Creative and Media Integration
- Marketing Strategy
- Media Planning
- Brands & Advertising
- Business & Commerce
- Emerging Technology
Algorithm availability is becoming crucial for brands, requiring a shift towards algorithm-based content and planning.
Dentsu: The year of impact...Algorithmic Planning Pivot
Algorithm availability is becoming crucial for brands, requiring a shift towards algorithm-based content and planning. 
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Short Trend Summary
Retailers are investing heavily in media capabilities, transforming their advertising businesses into significant growth ventures.
Retail Media Reshapes- AI-Driven Transformation
- The Blurring of Physical and Digital Realities
- Advertising
- E-commerce
- Media Buying
- Retail
- Shopper Data
- Brands & Advertising
- Business & Commerce
- Consumer Attitudes
Retailers are investing heavily in media capabilities, transforming their advertising businesses into significant growth ventures.
Dentsu: The year of impact...Retail Media Reshapes
Retailers are investing heavily in media capabilities, transforming their advertising businesses into significant growth ventures. 
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Short Trend Summary
A higher quality programmatic supply chain is essential for effective advertising, focusing on sustainability, transparency, and trust.
Better Supply Chain- Authenticity and Transparency Reign Supreme
- Values-Driven Consumption
- Advertising
- Brand Safety
- Media Measurement
- Programmatic Media
- Sustainability
- Brands & Advertising
- Business & Commerce
- Sustainability
A higher quality programmatic supply chain is essential for effective advertising, focusing on sustainability, transparency, and trust.
Dentsu: The year of impact...Better Supply Chain
A higher quality programmatic supply chain is essential for effective advertising, focusing on sustainability, transparency, and trust. 
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Short Trend Summary
Platforms are forging partnerships and licensing deals to secure high-quality content and retain users in the competitive streaming and AI landscape.
Partnership Gold Rush- AI-Driven Transformation
- Authenticity and Transparency Reign Supreme
- Content Licensing
- Generative AI
- Media Consumption
- Platform Partnerships
- Streaming Services
- Business & Commerce
- Digital Platforms
- Emerging Technology
Platforms are forging partnerships and licensing deals to secure high-quality content and retain users in the competitive streaming and AI landscape.
Dentsu: The year of impact...Partnership Gold Rush
Platforms are forging partnerships and licensing deals to secure high-quality content and retain users in the competitive streaming and AI landscape. 
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Short Trend Summary
Generative AI is moving beyond chatbots, integrating into everyday services and impacting mainstream audiences.
AI Powered Daily Life- AI-Driven Transformation
- The Blurring of Physical and Digital Realities
- Accessibility
- Content Consumption
- Education
- Brands & Advertising
- Digital Platforms
- Emerging Technology
Generative AI is moving beyond chatbots, integrating into everyday services and impacting mainstream audiences.
Dentsu: The year of impact...AI Powered Daily Life
Generative AI is moving beyond chatbots, integrating into everyday services and impacting mainstream audiences. 
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Short Trend Summary
AI is transforming the media landscape, becoming a cornerstone of the media toolkit across the value chain.
Augmented Media Toolkit- AI-Driven Transformation
- Budgeting
- Campaign Optimization
- Media Planning
- Brands & Advertising
- Emerging Technology
- Media & Information
AI is transforming the media landscape, becoming a cornerstone of the media toolkit across the value chain.
Dentsu: The year of impact...Augmented Media Toolkit
AI is transforming the media landscape, becoming a cornerstone of the media toolkit across the value chain. 
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Short Trend Summary
AI is creating more micro-moments for personalized, one-to-one brand experiences, impacting consumer relationships.
Million Media Micro-Moments- AI-Driven Transformation
- Experiences Over Material Goods
- Brand Loyalty
- Customer service
- Personalized Marketing
- Brands & Advertising
- Business & Commerce
- Emerging Technology
AI is creating more micro-moments for personalized, one-to-one brand experiences, impacting consumer relationships.
Dentsu: The year of impact...Million Media Micro-Moments
AI is creating more micro-moments for personalized, one-to-one brand experiences, impacting consumer relationships. 
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Short Trend Summary
The focus is shifting from large language models (LLMs) to a more diverse set of AI models, including smaller, specialized models, multimodal models, and agentic AI.
Diversified AI Models- AI-Driven Transformation
- All sectors
- Business & Commerce
- Emerging Technology
The focus is shifting from large language models (LLMs) to a more diverse set of AI models, including smaller, specialized models, multimodal models, and agentic AI.
Deloitte: Tech trends 2025Diversified AI Models
The focus is shifting from large language models (LLMs) to a more diverse set of AI models, including smaller, specialized models, multimodal models, and agentic… 
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Short Trend Summary
IT departments are shifting from leading digital transformation to spearheading AI transformation, redefining their roles, responsibilities, and investment priorities.
AI-Driven IT Transformation- AI-Driven Transformation
- Cloud FinOps
- Cybersecurity
- IT departments
- Software Development
- Business & Commerce
- Emerging Technology
- The Workplace
IT departments are shifting from leading digital transformation to spearheading AI transformation, redefining their roles, responsibilities, and investment priorities.
Deloitte: Tech trends 2025AI-Driven IT Transformation
IT departments are shifting from leading digital transformation to spearheading AI transformation, redefining their roles, responsibilities, and investment priorities. 
