Anyone who lumps all platforms together is making a mistake. Pinterest is used entirely differently than YouTube, and a strategy for TikTok isn’t even comparable to a plan for Reddit. When it comes to both advertising and content strategy, we need to develop a deep understanding of each platform’s unique characteristics. Otherwise, brand content will always feel out of place.

More content is better. Digital campaigns today require more content variations than ever before. We need the right advertising materials for every format, every platform, and every target audience if we want to succeed. Even in organic search, frequency and speed are often crucial. Anyone who still spends days and weeks on production and approval cycles for a single short video is bound to fail. Brands must build content production systems that scale.

Modern generative AI models offer a way to produce a lot of content in a short amount of time. But only when creative energy, technical expertise, and operational experience come together. Today, these models are technically capable of producing high-quality images and videos. Yet a quick prompt in ChatGPT still produces AI slop. Smart frameworks like edify and approaches such as Wiener Städtische’s “Promptathon” prove that the results are right when we build a solid foundation of data and processes for the AI.

Agentic Commerce may still be just a buzzword today, but the path toward it is already clear. Even now, consumers are getting advice from ChatGPT and similar tools and are clicking through to the online store just to check out. Nothing is therefore more important today than a detailed and complete product feed that provides context, images, and videos for both people and machines. Master data alone simply isn’t enough anymore. The brack.ch case study has shown just how well generative AI is suited to filling gaps in the feed.

Does the world really need yet another social network? The world may not, but Europe does. Our keynote speaker, Anna Zeiter, recognized this gap. Instead of complaining about the dominance of U.S. and Asian platforms, she and her team simply built a new one—by Europe, for Europe, and completely free of bots. There’s no guarantee that “W Social” will be a success—but her courage was inspiring and emblematic of many successful case studies presented at PCon. On both stages were people who simply took action. The results speak for themselves.