AI has made execution cheap. Polished campaigns can be produced in minutes, feeds are full of sameish content, and audiences have learned to scroll straight past it. So what actually cuts through?

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Our research points to a clear shift. Brands are no longer winning by being seen the most. They’re winning through proof: real, lived experiences people remember, trust and want to talk about.

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The report explores what that shift means for marketers, and what to do about it.