AI has triggered marketing’s biggest supply shock: content is infinite, but attention is finite. Consumer attention is racing to two extremes and the comfortable middle where brands have operated for decades is dying.
As feeds flood with AI-generated everything, consumer attention is racing to two extremes: algorithmic relevance that earns distribution in the feed, and analog relevance that pulls people into the real world. The comfortable middle where brands have operated for decades is on life support, and the marketers winning right now are building for both ends of what VaynerX calls the Relevance Barbell. Join VaynerX's Gary Vaynerchuk, JPMorganChase's Carla Hassan, and Target's Michelle Mesenburg in conversation with Forbes' Linda Boff. Listen in as they unpack what it takes to win both ends of the barbell, and why it is giving rise to a new kind of agency partnership: the Modern Creative AOR.
As feeds flood with AI-generated everything, consumer attention is racing to two extremes: algorithmic relevance that earns distribution in the feed, and analog relevance that pulls people into the real world. The comfortable middle where brands have operated for decades is on life support, and the marketers winning right now are building for both ends of what VaynerX calls the Relevance Barbell. Join VaynerX's Gary Vaynerchuk, JPMorganChase's Carla Hassan, and Target's Michelle Mesenburg in conversation with Forbes' Linda Boff. Listen in as they unpack what it takes to win both ends of the barbell, and why it is giving rise to a new kind of agency partnership: the Modern Creative AOR.
Speakers
Key Takeaways
- Build the two muscles every brand needs in 2027: social-first creative that earns distribution in the feed, and IRL experiences that pull people into the real world. What each one costs, which one comes naturally, and why overinvesting in one starves the
- Turn Extreme Digital and Extreme Analog into parallel growth engines, not competing budget lines. And why winning both ends demands a new kind of partner: the Modern Creative AOR.
- How to spot if your brand is stuck on one side of the barbell and what to do about it.
Presented by
