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Author’s note: This blog post is based on presentations at the Unfettered conference of independent creative agencies in New York on March 3, 2026 (https://www.theadvertisingclub.org/unfettered/).   The advertising industry is currently witnessing a tectonic shift, but it isn’t the one you’ll read about in a holding company’s quarterly earnings report. While global conglomerates grapple with what industry analyst Michael Farmer describes as…

  What do consumers really want from brands today? More relevance, certainly. But also more restraint. New research presented at ARF’s AudiencexScience suggests that privacy is now the baseline expectation, trust is conditional, and AI will only work for brands when consumers feel they still have visibility and control.  The data presented here combine findings from two recent U.S.…