Insights at the corner of technology and culture.

AI isn’t just boosting productivity—it’s redefining how brands connect, blending creativity and tech to reshape the entire consumer relationship.

AI can now generate cinematic shots—but can it master the art of movement? Our latest test at Futureproof Studios explores how tools like Veo, Runway, and Kling handle tracking, orbit, and crane shots to see if AI can truly direct emotion through motion.

I never got to meet Bill Bernbach, but the man had one hell of an impact on me. My first job in advertising was when I was recruited from an agency that mostly built websites to start the San Francisco office of Tribal DDB. They handed us a book of Bill Bernbach quotes on our first day.

In our last post, we explored how cybersecurity brands can stand out amid a sea of sameness. Today, I want to push deeper—into a distinction I hear too rarely: branding vs. brand-building. And I’ll walk you through a real example: how we brought the power of both to life for Recorded Future’s biggest Predict conference yet.

At an exclusive Futureproof dinner during Advertising Week NYC, leaders gathered to discuss how AI is reshaping marketing. No panels. No fluff. Just raw, honest conversation about brand, bias, creativity—and what it means to lead in a world moving faster than ever.

Brand messaging is about capturing just the right language that embodies your brand and makes it stand out from the pack. Here are three steps to get you there.

The Futureproof Project sat down with Figma’s new CDO, Loredana Crisan, to explore how AI is reshaping design—from workflows and collaboration to creativity and the future role of designers.

In the mind of the customer, you get to be one thing. One. That matters because the customer's mind is where your brand lives. Not in your headquarters. Not on your website. Not in your PowerPoint deck. Here's how to make sure your message is memorable.

Your AI is brilliant. Too bad no one knows what it does or why it matters.

If you walked the RSAC floor this year, it probably felt like a blur. Booth after booth shouting the same jargon. Hundreds of companies. One giant sea of sameness. Taglines so interchangeable you could run a roulette wheel and get the same pitch. The irony? Every single one of these companies claimed to be unique.

We tested top AI video tools using the same jogging prompt to see how well they handle motion. From smooth strides to sprinting into the ocean, our series reveals which generators are ready for production—and which ones still have work to do.

In case you missed the news, the Supreme Court upheld Tennessee’s ban on gender-affirming care for transgender youth. As business leaders, we can’t impact Supreme Court decisions. Our influence in Washington is limited. But we can change how businesses show up as drivers of social good—through policy and a reexamination of what Corporate Social Responsibility really means.

Fresh from Cannes: 8 essential truths every marketer must face about AI, creativity, and keeping humanity at the center. Adapt fast — the revolution isn’t coming. It’s here.

Last week in Nashville, the Futureproof Project gathered an influential group of CMOs and creative leaders for a private dinner unlike any other—hosted by Traction in collaboration with the ANA and XR Extreme Reach. The evening sparked an honest, forward-looking dialogue about the future of creativity inside brands.

We’re proud to announce that Traction is a 2025 ANA B2 Award Winner! Our team has been recognized in three powerhouse categories — one with our partners at GE Healthcare and two with Recorded Future.

In January, Traction and The Futureproof Project just dropped our groundbreaking 2025 AI Insights CMO Report. We believe it is the most comprehensive and practical resource on marketing with AI available today. The response has been so strong, we just published a Volume 2 with new case studies, new frameworks and new insights to help you win on your AI adoption journey.

In an era where CMO credibility is under fire and marketing technology investments are increasingly scrutinized, marketing organization design helps companies accelerate growth and resource efficiency through the 4 Ps: People, Platforms, Partners and Process.

Marketers are not spectators in the AI revolution. We are the drivers of change. The question on the table? How do we not just survive this AI wave — but use it to win? At the most recent meeting of the Futureproof Project in New York's Upper East Side, we facilitated a raw, honest, future-focused discussion with a dozen CMOs and marketing leaders on what it means to lead in this new era — where AI agents think for you, data predicts your customer's next move, and the old rules just don't apply anymore.

AI is fundamentally changing how people search—and how brands need to show up. Traditional SEO is giving way to AI-powered platforms that deliver direct answers, not just links. This blog recaps insights from The Futureproof Project: The Future of AI Search virtual session, breaking down new strategies like Answer Engine Optimization (AEO), Search Everywhere Optimization, and the rise of AI agents. If you're not adapting, you're disappearing.

In our latest Futureproof Project session, we broke down how AI is reshaping marketing, why IT and legal are blocking adoption, and why agencies must shift from selling hours to selling solutions. From AI-generated creativity to data privacy concerns and tool overload, we covered what’s working, what’s hype, and how to stay ahead. The future belongs to those who adapt and act.

The blank sheet approach to marketing organization design invites leaders to set aside legacy structures and imagine their ideal marketing organization from first principles—creating space for true innovation, AI integration, and customer-centricity.