Tech Talks Daily28 Elo 2025

Fear vs FOMO: Kantar's View on AI Adoption in Marketing

In this episode of Tech Talks Daily, I speak with Jane Ostler from Kantar, the world's leading marketing data and analytics company, whose clients include Google, Diageo, AB InBev, Unilever, and Kraft Heinz. Jane brings clarity to a debate often clouded by headlines, explaining why AI should be seen as a creative sparring partner, not a rival. She outlines how Kantar is helping brands balance efficiency with inspiration, and why the best marketing in the years ahead will come from humans and machines working together.

We explore Kantar's research into how marketers really feel about AI adoption, uncovering why so many projects stall in pilot phase, and what steps can help teams move from experimentation to execution. Jane also discusses the importance of data quality as the foundation of effective AI, drawing comparisons to the early days of GDPR when oversight and governance first became front of mind.

From Coca-Cola's AI-assisted Christmas ads to predictive analytics that help brands allocate budgets with greater confidence, Jane shares examples of where AI is already shaping marketing in ways that might surprise you. She also highlights the importance of cultural nuance in AI-driven campaigns across 90-plus markets, and why transparency, explainability, and human oversight are vital for earning consumer trust.

Whether you're a CMO weighing AI strategy, a brand manager experimenting with new tools, or someone curious about how the biggest advertisers are reshaping their playbooks, this conversation with Jane Ostler offers both inspiration and practical guidance. It's about rethinking AI not as the end of creativity, but as the beginning of a new partnership between data, machines, and human imagination.

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