Marketing has always been arbitrage. Find an edge, exploit it until everyone else finds it, go looking for the next one. For ten years an edge was technology. Automate faster, personalize deeper, ship more. Then AI handed the same capability to everyone at once. The edge everyone has is now overhead. For all the tension within the space. The presence of AI has elevated the value of the human in the process. Which is the session in miniature. The machine flags. The human decides. So if brand is the last arbitrage, the scarce input isn’t technology. It’s taste. It’s story and authenticity. The willingness to make a specific choice and defend it when the model will hand you the average one for free. A point of view nobody can buy with a seat license. And all this at a global conference on #ai #ai42026 #ai4 🫶 ******* Scaling Smart: How AI Is Driving Marketing Efficiency and Precision. Moderated by Marjorie McCarthy (CMO, ISS North America) with Onney Crawley (CMO, Goodwill Ind...