We are pleased to share our contribution to dentsu’s The Gen Z Effect: Shaping the Year of Impact, a special edition Media Trends report that examines the evolving media landscape through the perspective of Gen Z. This report brings together expert insights and first-hand accounts from those shaping the future of content consumption including our own Aya Daher, Senior Media Planner, iProspect.
In Aya's article, she explores key insights into the trends transforming how brands engage with their audiences. To read the full report, click here.
The future of marketing is shifting into an era that's 100% algorithmic, meaning brands will need to prioritize algorithm availability just as much as they do physical and mental availability. As platforms aim to boost audience engagement, they're constantly fine tuning their recommendation algorithms to deliver personalized content, making AI the key player in deciding what information and ads reach consumers.
After moving from a broadcast era focused on brand building, to a precision era that emphasized performance metrics, we’re transitioning to an algorithm-driven age where both branding and performance matter. Marketers will need to adapt their strategies, using automation to better target micro-audiences. This means using AI to identify the right segments for maximum reach, expand their audience, and determine the best content to convert each segment.
Additionally, brands must integrate their creative and media efforts, leveraging dynamic creative optimization as a core strategy. This approach will lead to fewer but higher quality assets, resulting in a more sustainable model that maximizes audience engagement and drives meaningful results.
By 2027, 79% of all ad spend will be driven by algorithms.20
“I care a lot about how brands communicate with us, and the secret sauce seems to be algorithms.”
Trust and Authenticity in Marketing
By Aya Daher, Senior Media Planner, iProspect
Age 24, Lebanon
Marketing is going through a major transformation, and honestly, I’m here for it. As a Gen Z, I care a lot about how brands communicate with us, and the secret sauce seems to be algorithms. But let me break it down for you. This isn’t solely about data; it’s about trust and authenticity.
Take TikTok, for example. When I scroll through my feed, it’s like the algorithm knows exactly what I want to see. It serves up content that feels personal and relevant, and I don’t even have to dig for it. It’s a vibe. But then there's Instagram, which sometimes feels more like a marketplace than a social platform. It’s all ads, all the time. It’s just too much.
Brands need to leverage data to create real connections. If you’re trying to reach us, keep it natural and organic. We’re tired of being bombarded with ads that feel forced. When brands feel authentic, we’re much more likely to engage.
For me, effective marketing means staying true to your niche. If a brand tries to be everything to everyone, it risks losing that special connection that makes personalization work in the first place. We’re not here for clever algorithms alone; we’re here for genuine connections.
Want to explore more insights? Read The Gen Z Effect: Shaping the Year of Impact here.
