Looking back, it’s clear that search engines and the internet have been revolutionary, transforming nearly every aspect of humanity. They are foundational technologies, and I’ve witnessed their entire journey. When we launched digital@JWT, Google was emerging, and “The Facebook” was born at Harvard in 2004.
I’ve often said, “If you can imagine it, it can be done.” While almost true, achieving it depends on time, resources, and the caliber of your team.
At mktg.ai, we’ve made tremendous progress this past year, and our technology is on the cusp of rapid expansion. Our innovations are gaining significant recognition.
While AI excels at processing vast data, the future of information retrieval may lie in more controlled ecosystems. In media, we’ve long discussed the concept of the “Walled Garden.” Now, I’m introducing a new term: The Walled Forest. Remember this term.
Here’s a provocative idea: the future of search may no longer be searchable. What do I mean? In the coming years, content will become less accessible, and this inaccessibility could elevate trust in the content that remains visible.
In a fireside chat with the UAE’s Minister of AI, NVIDIA CEO Jensen Huang articulated the concept of “sovereign AI.” He highlighted the significance of a nation’s ownership over its data and the intelligence it generates, calling it an immense opportunity for global leaders. As Huang put it: “It codifies your culture, your society’s intelligence, your common sense, your history—you own your own data.”
This principle applies equally to companies developing their brands.
It takes me back to 2013 when I was invited to join a government panel alongside Travis LeBlanc, then Special Assistant Attorney General of California. LeBlanc noted, “Whatever state sets the privacy standard, it becomes the floor.” (You can watch the original panel here.) Kamala Harris was meant to participate but was represented by LeBlanc instead.
How does this apply to marketing?
Forward-thinking marketers are realizing the importance of keeping their data within controlled environments rather than exposing it to the broader internet or search ecosystems. By maintaining ownership of their data, they can dictate how it’s utilized, enabling them to create more effective marketing strategies and, ultimately, stronger brands.
Marketers who leverage tools that seamlessly integrate AI, data, and creativity—while keeping consumer and business interests aligned—are positioned to achieve unparalleled success.
Let’s continue the conversation. What’s your take on The Walled Forest?
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