Mixed Signals from Semafor Media How AI is reshaping media, with Google’s VP of marketing, Josh Spanier
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Sep 12, 2025 Josh Spanier, VP of Marketing at Google, dives into how AI is transforming media and advertising. He discusses the balance between technology and creativity, emphasizing that AI should enhance rather than replace artistic expression. Spanier explores the shift in marketing strategies, advocating for engaging audience insights over traditional metrics. He also highlights the need for authentic collaborations in an AI-driven landscape, addressing challenges like misinformation while navigating the evolving relationship between journalism and brand reputation.
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From Faxed TV Buys To Human Insights
- Joshua Spanier started in 1998 as a TV buyer sending faxes and negotiating individual spots.
- He disliked the noisy negotiation and moved into strategic planning to study human behavior.
YouTube And iPhone Signaled Media Shift
- YouTube and the iPhone were early signals that media would become personal and programmable.
- Those shifts showed people could broadcast themselves and interact with content on new devices.
Automate The Busywork With Small AI Tools
- Use AI to automate tedious workflows so teams spend time on higher-value work.
- Build small tools that cut hours of evaluation into seconds to scale output.