dentsu

Consumption is becoming smarter. AI agents are gaining relevance, while people demand trust, transparency, and a compelling reason to participate. The storm of change is turning into a marketing tornado: AI commerce, conversational media, and loyalty as a digital identity are shaping the future. Brands face an urgent need to act, as trust, personalization, and emotional intelligence are essential in the age of AI. In 2026, the rules will be rewritten. AI, data, creativity, and media form the new playbook. In this masterclass, dentsu shows you how to connect these elements. Are you in?

In this masterclass, the team from iProspect, Dentsu, together with STADA, demonstrates how to develop a viable GEO and AI visibility strategy for multi-brand structures that combines scaling with precise individual measures. The focus is on the strategic approach with which iProspect, Dentsu resolved the tension between efficiency at the portfolio level and pinpoint brand management. The result is a framework that aligns the marketing mix holistically and provides you as a brand manager with clear, directly actionable guardrails for sustainable visibility.

For decades, TV was the engine for brand building. However, young target groups in particular have long since migrated to streaming and video ecosystems. The problem: The reception quality of TV cannot simply be transferred to digital video. This is exactly the challenge ING faced: How can the impact of TV be rebuilt in a fragmented digital media world? Together with iProspect and The Trade Desk, ING developed the Lean-Back Value. In this session, you will be introduced to a psychological model of motivation that makes the reception quality of video environments measurable. This logic is activated programmatically via a customized AI algorithm. Learn how to turn digital video into a scalable engine for attention and brand impact.