In this edition of Future Proof, Jane Ostler, Chief Insights Officer at Kantar, sits down with Anastasia Leng, founder and CEO of Creative X, and Duncan Southgate, Global Creative and Media Lead at Kantar, to explore how artificial intelligence is reshaping the way brands measure and optimise creative content.

Anastasia shares her journey from Google to launching Creative X, revealing how a personal challenge led to the creation of a platform now used by some of the world’s biggest brands. She discusses the new partnership between Kantar and Creative X, and how integrating AI-powered insights is helping marketers make smarter decisions about creative and media investment.

Together, they unpack the rise of GenAI, the explosion of content, and the challenges brands face in maintaining creative consistency at scale. The conversation also delves into the creator economy, with fresh data on how influencer content is driving brand impact and why getting the basics right still matters.

Tune in to hear why combining creative and media measurement is the next big step for marketers, and what the future holds for advertising effectiveness in an AI-driven world.

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