Learn from the Comprend experts

Join our expert panel of marketers, communications specialists and digital consultants as we debate one of the biggest shifts facing brands today.

Most brand guidelines get written, get approved, and then sit on SharePoint while everyone tries to remember if it's "website" or "web site". Not because we don't take them seriously – but because applying them consistently across every LinkedIn post, every web page, every proposal is grinding work, and grinding work always falls off the bottom of the list. 

Ossi Ahto (ex. Google, Red Bull, Heineken) and brand strategist Ulla-Karin Barrett share this year's Best of Cannes highlights.

The interesting story in AI right now isn't the technology. It's the gap that's opened between two kinds of brand: those using AI to do the same work cheaper and faster, and those using AI to do better work than was previously possible. The first group is producing a lot. The second group is winning. Getting to that point has taken a couple of years of collective learning, some of it painful. Here's where we are, what we've picked up, and where things are heading.

Most brand guidelines were designed for a finite world. A campaign, a homepage, a print ad, a handful of executions, all approved one by one. AI changes the equation entirely. A capable team with the right tools can now produce a thousand executions before lunch and still have time for a coffee. So the real question isn't whether AI can scale your brand, it's whether your brand can hold its shape when it does.

Your buyers are researching, comparing, and increasingly buying from inside an AI assistant. The only question left is whether it gets your business right when the deal is decided.

I wanted to question a sentiment I keep hearing from clients whenever we discuss AI and agents. It usually arrives as a version of the same question: what will the world look like in three to five years, and how do we prepare for it? How do we plan for a future web?

Agentic content generation lets you be relevant on every page a customer might land on, at a cost that no longer scales with your ambition.

Comprend's brand strategist Ulla-Karin Barrett returns to Stockholm with her always-in-demand "Best of Cannes" session sharing highlights from the Cannes Lions Festival.