How sports marketing became all about fandom and community (not just sponsorship)

Everyone is using AI. Yes – everyone, including us. Whether it’s for data analysis, generating ideas, or tweaking the odd phrase, AI has become foundational to modern workflows.

People are rethinking their social habits in the same way they rethink their diet, sleep or exercise.

Here are the behaviours, formats, platforms and creative shifts we think will define this year’s social strategies.