Culture is in flux, and it’s in a constant struggle over meaning. In this Q&A, Dr. Anastasia Kārkliņa Gabriel explains why cultural intelligence is non-negotiable for brands, how to cut through noise, and how marketers can use that to create more effective campaigns.

The flood of AI-generated posts is overwhelming social media—and marketers. It’s not just that traditional metrics are losing meaning. It’s that they were never built for a world this automated, writes Chase Varga, director of marketing at ListenFirst Media.

Personalization once meant knowing a customer’s purchase history. Now it means understanding their world. As data becomes scarce in a privacy-first world, cultural intelligence is fast becoming the key to deeper, more authentic marketing connections.

Most people don’t associate social platforms with privacy innovation, but Mateus Guzzo’s work at TikTok challenges that view. As a community & developer advocate, Guzzo bridges technical innovation with cultural change by promoting and leveraging TikTok’s Privacy-Enhancing Technologies.

The path to better ROI starts with better data — not more data. At the Privacy-Led Marketing Summit 2025, measurement and privacy professionals from Google and MeasureU unpacked how consented data turns trust into measurable performance.

Marketing is in the middle of an identity shift from extracting information to cultivating consent. For Usercentrics CMO Adelina Peltea, Privacy-Led Marketing marks this evolution: a deliberate, human approach where trust becomes the real growth engine.