AI Isn’t the Strategy—It’s the Signal: Rethinking Brand for the Intelligent Era

In this episode recorded at Web Summit Rio, David Savage speaks with Melissa Jackson Parsey, SVP Global Managing Partner at R/GA, about how brands can stay relevant in a world shaped by AI-driven behaviours. Melissa shares how the agency’s creative strategy has evolved from legacy media to machine learning, the value of cross-industry thinking, and why experimentation has given way to implementation. As R/GA becomes an independent entity for the first time in 22 years, Melissa also discusses how agility, partnerships, and cultural nuance will define the next era of brand leadership.

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