Sebastian Roland, Group Head of Strategy, Impact BBDOAI is everywhere. In brainstorms, on whiteboards, inside briefs. But while everyone’s trying to figure out what to do with AI, the more important question is this: What data are you feeding it?
AI isn’t the differentiator anymore. The tools are available to everyone. The prompts are getting sharper. The outputs are improving. And yet, most brands are still scraping the surface of what’s possible; not because of the technology, but in no small part because of the inputs.
The recent ChatGPT 5 launch, widely seen as underwhelming, prompted The New Yorker to ask: “What if AI doesn’t get much better than this?”. But this provocation may miss the mark.
While model capabilities will li
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