Most Contagious: What. A. Day.

The Most Contagious event in New York City on January 30 was an electrifying mix of brand revival, thought-provoking insights, and AI-driven discussions. Hosted in partnership with WARC, the event brought together industry leaders, creative visionaries, and technology experts to explore the trends set to define the year ahead. One message was clear — AI, cultural evolution, and creative reinvention are reshaping how brands connect with their audiences.

Throughout the day, engaging sessions unpacked AI’s expanding role in creativity and media, alongside groundbreaking campaigns that showcased bold new approaches. Speakers offered valuable perspectives on what’s working, what’s not, and how brands can proactively navigate an increasingly competitive industry. Here are ideas that caught our attention:

AI and Creativity: The Balancing Act

A standout discussion revolved around AI’s impact on creativity. Pip Bingemann, Co-Founder and CEO of Springboards, tackled a pressing question: *Does AI enhance or dilute creativity?* While some fear AI-generated content will lead to a homogenization of ideas, others see AI as a powerful enabler — pushing creative boundaries rather than restricting them. At **Most Contagious**, the sentiment leaned towards optimism.

The consensus? AI isn’t here to replace human creativity but to enhance it. By striking the right balance between human intuition and AI-driven insights, brands can unlock new levels of **personalization, efficiency, and creative execution**. The key lies in ensuring that AI acts as a **catalyst for innovation**, not a constraint.

Attendees had the opportunity to test Springboard’s AI-powered tool, which generates insights, fuels creativity, and even assists in building compelling storyboards. Yet, the takeaway was clear — **AI is only as powerful as the people guiding it**. The human touch remains irreplaceable.

The Rise of AI as the New Consumer

One of the day’s most insightful sessions explored how AI is not just a tool for marketers — but a consumer itself. The shift towards AI-driven decision-making is fundamentally altering the way brands engage with audiences.

AI-powered assistants are evolving beyond mere recommendation engines. They now analyze user preferences, behaviors, and contextual data to autonomously make purchasing decisions. This means:

AI agents could bypass traditional marketing funnels, skipping awareness and consideration phases, and heading straight to purchase.
Marketing strategies will need to shift focus from persuading humans to influencing AI-driven decision-making.

For example, where a traditional marketing campaign might send a discount email, an AI-powered system could automatically place an order when it detects a household running low on essentials — applying the best discount in real time.

The Role of AI Agents in Marketing

AI-powered shopping agents are revolutionizing the consumer journey by seamlessly managing supply, purchasing, and consumption. For instance, a smart fridge could detect dwindling supplies, communicate with a grocery service, and place an order — without human intervention.

This shift means brands must ensure their products and services are optimized for AI-driven discovery. Rather than appealing to individual consumers, marketers must **win the trust of AI assistants**, ensuring their offerings are preferred in machine-led decision processes.

AI is not just transforming marketing — it’s becoming an active decision-maker, requiring a fundamental shift in how brands communicate and engage.

How ASICS is Changing the Game

Fresh off the conversation that AI agents will be making most purchase decisions for consumers going forward (if we let them), we entered an insightful session on how a sports brand — in an era where the sports industry glorifies relentless competition and physical transformation — has chosen a radically different path — one that prioritizes mental well-being over medals. ASICS’ Global Chief Marketing Officer shared how the brand has doubled down on its founding philosophy, “A Sound Mind in a Sound Body,” to redefine success in sports marketing. Instead of reinforcing the industry’s obsession with breaking records and pushing limits at all costs, ASICS has embraced a human-first approach, positioning movement as a tool for mental resilience and emotional well-being.

The campaign “Move for Your Mind” embodies this ethos, encouraging people to engage in movement — not for trophies or body transformation, but for mental clarity and emotional health. The initiative has resonated globally, garnering 3 billion impressions with minimal paid media, proving that authenticity and purpose-driven messaging can break through the noise. ASICS’ commitment extends beyond marketing, embedding mental health support into athlete sponsorships, filtering out social media toxicity, and challenging the traditional notions of what it means to “win.” By redefining personal bests as how movement makes you feel, rather than what it makes you look like, ASICS has carved a unique and compelling space in an otherwise hyper-competitive industry. This shift reflects a broader movement — brands that prioritize emotional connection, inclusivity, and purpose are the ones that will thrive in 2025 and beyond.

Operating in 2025: Harnessing Chaos as a Growth Strategy

The world remains deeply divided, and marketing is no exception. The past year saw rapid political shifts, evolving consumer values, and an ever-expanding divide between technology and humanity. In response, **2025 won’t be about resisting chaos — it will be about embracing it**.

Historically, disruption has been the birthplace of innovation and reinvention. We can’t seek a return to “normal” but should instead adapt to constant flux. Today’s norm is complexity, shifting behaviors, and a marketing landscape in perpetual evolution. Brands that accept and navigate this reality will thrive.

To stay ahead, brands must move from competition-based messaging to building genuine connections. In a world where 83% of people feel overwhelmed by rapid change, consumers seek stability, trust, and authenticity. Success in 2025 will require:

• Deepening emotional connections rather than relying on transactional interactions.
• Leveraging creativity to break through the noise and challenge outdated norms.
• Embedding sustainability as a core business value — not just a marketing angle.

Ultimately, 2025 presents an opportunity to redefine success. The winners will not be those who focus solely on competition but those who prioritize innovation, inclusivity, and a deeper understanding of human needs.