The year-four edition of Possible has wrapped, with 7,500 attendees finishing meetings and exhibitors beginning to pack up in Miami. During day two of the event, several executives shared their views on how marketers are handling economic uncertainty, why multicultural marketing still matters, and how AI is affecting consumers differently from brands and media teams.
Executives from The Home Depot, Sundial Media Group, and Omnicom Media discussed these themes in a studio conversation at the event.
One focus was how companies are using AI in a test-and-learn model. At The Home Depot, that includes agentic shopping tools aimed at reducing friction in the shopping experience and making it easier for customers to complete tasks.
At Sundial Media Group, AI is being applied to a large internal data set spanning up to 100 years. The goal is to build solutions that can help publishers prepare for a zero-click future, where users get answers without visiting a site. The company also emphasized the continued importance of trusted relationships in multicultural media, with a view that some brands have stepped back from supporting diverse outlets while others are stepping in with real commitment.
Omnicom Media is looking at both the consumer and brand sides of AI and economic volatility, with an eye on both current conditions and what the next few years may bring. The company is also tracking how agentic AI goes beyond traditional large language models and how that shift may change consumer expectations.
More interviews from the event are expected in the coming days.
