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FAANG, LLMS, SNOOP DOGG, AND THE FUTURE OF HUMAN MARKETING By Berit Anderson _____ A guide to the strategic landscape driving the future of marketing, the mid- to long-term impacts of LLMs, and how to stand out in a sea of garbage. _____ "Advertising? It's not going anywhere," a top ad exec told me over a private dinner at CES, which just kicked off in Vegas. "Advertising and cockroaches will outlive humans." While I don't disagree with the cockroach analogy, advertising is definitely going somewhere new. There is an unusual tug-of-war afoot between social platforms, advertisers, LLMs, and consumers, and among and between FAANG (Meta [Facebook], Apple, Amazon, Netflix, and Alphabet [Google]). The future of marketing depends on it. As does the balance of global politics. It's a battle for human attention amid an "infinite" supply of content and creators. On its face, this shift may look tame.
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