Thoughts from Angela Rodriguez, alma’s Head of Strategy were recently included in Ad Age’s coverage of what the industry should look out for in 2025.

Angela says, “While only about a third of people today say that social ad content captures their attention, marketers are accelerating the deployment of generative and dynamic ads. Something has to give—no savings on creative development through AI will compensate if the ads have no impact. Reach alone is not enough; marketers must craft messaging that not only breaks through the noise, but also authentically connects and delivers genuinely interesting content.”

Read more of her takes on AI and effective creativity here.