AI is fuelling a race to produce more content, faster than ever. As advertisers harness AI to create and adapt content at ever-increasing speed, the risk is not just producing more - it's producing more of the same, contributing to the growing tide of 'AI slop' that audiences are increasingly learning to tune out. In this world of endless content, audiences have become experts at filtering out the relentless stream of sales pitches and product-centred messaging masquerading as advertising.

Yet storytelling remains humanity's oldest and most powerful tool for shaping attitudes, changing behaviour and creating meaningful connection. So why do so many brands still prioritise features over stories?

Ipsos Creative Excellence experts analysed 15,000 ads and uncovered that half of advertisers are ignoring the power of storytelling. As AI drives the race to create more content, the payoff for applying a Misfits Mindset to craft a great story? Nearly 3 times more creative effectiveness.

Join Shaun Dix, Global Head of Creative Excellence at Ipsos, and Adam Sheridan, Global Service Director, Creative Effectiveness and author of Misfits, on 7 October for an exclusive WFA webinar. Through evidence, insights and inspiring case studies, discover why your next campaign needs to stop selling and start storytelling, and how to turn this powerful advantage into stronger creative performance.

Event details

10 a.m. New York | 3 p.m. London | 4 p.m. Brussels | Other time zones

This session is open to WFA members and brand members of WFA's national advertiser associations.