Ad spending appears to be approaching some kind of normalcy with the digital boom of the pandemic tapering off and other channels reaching maturity. Yet, for brands, the moment in many ways feels as fraught as any period over the past three years, with splashy creative plays a rarity so far in 2023.
A sense of dullness means that a few big swings — in early applications of generative artificial intelligence (AI) or an over-the-top rebrand — felt more impactful over the past six months. But looking ahead to the second half, a posture of prudence is poised to endure as resources remain strapped and concerns over a divisive landscape lead to risk aversion.
