A Foreword to Ascension

To outgrow, you need to outthink. To bring clarity where there is complexity. To see the bigger picture. An important part of that is providing an accurate map of the future to help our clients prepare for tomorrow. That’s why PHD has always emphasized thought leadership, with significant investments over the last 15 years.
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Introduction

An Introduction to the Ascension Project

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The introduction explores the rapid advancements in artificial intelligence, particularly generative AI, and its potential impact on the workforce. While some jobs may be replaced, the main effect will be…

The Lightning

AI’s Miraculous Emergence

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Discover the rise of deep reinforcement learning, evolving algorithms, and the emergence of generative AI and large language models. Trace the rapid advancements in AI from foundational machine learning algorithms…

The Thunder

Key Models and Tools

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AI technologies provide unprecedented tools for creating personalized, engaging, and high-quality content across various formats. As these models continue to evolve, they’re reshaping marketing strategies and opening new avenues for…

The Thunder

Marketing with Generative AI

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Explore the profound impact of AI on daily life, business, and marketing. Discover how generative AI will redefine consumer tech and business operations, transforming marketing strategy, content creation, search, CRM,…

The Thunder

Generative Capabilities for Marketers

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From text-to-image technologies that transform written descriptions into stunning visuals, to text-to-video capabilities that craft engaging multimedia content from simple prompts – the possibilities are boundless.

The Winds

Introduction to the Three Eras

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The article also identifies seven executive functions in marketing and discusses how AI will impact these functions differently across the three eras, highlighting the strategic imperatives that marketers should adopt…

The Winds

Experimentation 2024-2026

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Discover the defining traits of the AI Experimentation Era (2024-2026) through expert insights. Learn the strategic imperatives marketers must adopt to stay ahead as AI begins to reshape the marketing…

The Winds

Acceleration 2026-2028

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Dive into the AI Acceleration Era (2026-2028) and uncover its defining characteristics and shifts through expert insights. Learn the strategic imperatives marketers need to stay competitive during the mid-stages of…

The Winds

Elevation 2028-2030

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Uncover the AI Elevation Era (2028-2030) and its defining shifts, including the potential rise of artificial general intelligence (AGI). Discover the core competencies future marketers need to stay competitive as…

The Flood

Upstream Marketing AI-Driven Disruption

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This article examines the impact of AI on marketing’s seven executive functions over three eras: Experimentation (2024-2026), Acceleration (2026-2028), and Elevation (2028-2030).

The Flood

Midstream Marketing AI-Driven Disruption

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The piece emphasizes the shifting roles of human creatives and strategists, who will need to adapt to working alongside increasingly capable AI systems while maintaining oversight and creative direction.

The Flood

Downstream Marketing AI-Driven Disruption

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It highlights how AI will progress from a supportive tool to an active participant in decision-making for Judging, and from task assistance to autonomous execution in Actioning.

The Clearing

Preparing Marketing for AGI

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The Clearing reflects on the profound shifts brought about by AI and prepares for the impending horizon of Artificial General Intelligence (AGI). The section also explores predictions for AGI’s arrival…

News

A Study on AI Motivates PHD to Create Generative Publishing Platform to Guide Omnicom Clients

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A recent study that aims to shed light on AI and its application in marketing and agency work reveals that the more you know about AI, the less you’re convinced…

News

AI’s Impact on Marketing: A Roadmap for the Future

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This article summarizes insights from the WARC podcast featuring Mark Holden, Worldwide Chief Strategy Officer at PHD, and Alissa Hansen, Chief Product Officer at Omnicom, discussing how AI is reshaping…

News

The Coming Wave: Predicted Penetration of GenAI Development 2024-2028

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Generative AI report projects the growth of core generative AI services in a typical developed market from 2024 to 2028. Using expert predictions, it analyzes current penetration rates, identifies growth…

News

How GenAI is Transforming Marketing: Microsoft’s GM and CMO, Jennifer Kattula

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Jennifer Kattula, Microsoft’s GM and CMO, shares her insights on how generative AI (GenAI) is transforming the marketing landscape and at Microsoft Advertising, the focus on AI is around three…

The Thunder

The Future of Entertainment – In the Era of AI

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The Ascension project exists to explore how AI is reshaping marketing—from initial experimentation to full acceleration and eventual elevation; but more importantly it exists to offer marketers practical, tangible guidance…

News

Navigating the Landscape of LLMs: A Strategic Approach for Marketers

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The speed of these developments is both exciting and overwhelming. But as a marketing leader, you don’t need to keep up with every new release—what you need is a system…

Foreword

A Foreword to Ascension

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To outgrow, you need to outthink. To bring clarity where there is complexity. To see the bigger picture. An important part of that is providing an accurate map of the…

Introduction

An Introduction to the Ascension Project

No Comments
The introduction explores the rapid advancements in artificial intelligence, particularly generative AI, and its potential impact on the workforce. While some jobs may be replaced, the main effect will be…

The Lightning

AI’s Miraculous Emergence

No Comments
Discover the rise of deep reinforcement learning, evolving algorithms, and the emergence of generative AI and large language models. Trace the rapid advancements in AI from foundational machine learning algorithms…

The Thunder

Key Models and Tools

No Comments
AI technologies provide unprecedented tools for creating personalized, engaging, and high-quality content across various formats. As these models continue to evolve, they’re reshaping marketing strategies and opening new avenues for…

The Thunder

Marketing with Generative AI

No Comments
Explore the profound impact of AI on daily life, business, and marketing. Discover how generative AI will redefine consumer tech and business operations, transforming marketing strategy, content creation, search, CRM,…

The Thunder

Generative Capabilities for Marketers

No Comments
From text-to-image technologies that transform written descriptions into stunning visuals, to text-to-video capabilities that craft engaging multimedia content from simple prompts – the possibilities are boundless.

The Thunder

The Future of Entertainment – In the Era of AI

No Comments
The Ascension project exists to explore how AI is reshaping marketing—from initial experimentation to full acceleration and eventual elevation; but more importantly it exists to offer marketers practical, tangible guidance…

The Winds

Introduction to the Three Eras

No Comments
The article also identifies seven executive functions in marketing and discusses how AI will impact these functions differently across the three eras, highlighting the strategic imperatives that marketers should adopt…

The Winds

Experimentation 2024-2026

No Comments
Discover the defining traits of the AI Experimentation Era (2024-2026) through expert insights. Learn the strategic imperatives marketers must adopt to stay ahead as AI begins to reshape the marketing…

The Winds

Acceleration 2026-2028

No Comments
Dive into the AI Acceleration Era (2026-2028) and uncover its defining characteristics and shifts through expert insights. Learn the strategic imperatives marketers need to stay competitive during the mid-stages of…

The Winds

Elevation 2028-2030

No Comments
Uncover the AI Elevation Era (2028-2030) and its defining shifts, including the potential rise of artificial general intelligence (AGI). Discover the core competencies future marketers need to stay competitive as…

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