"Its impact is most visible in media buying and optimisation, particularly on social channels. While the way AI makes decisions is game-changing, it is also where things start to get unclear. We are handing over a lot of control to the algorithms, yet there is still a major lack of transparency. She believes understanding what signals AI prioritises - and what biases it carries - will become one of the industry's most urgent conversations."
"As programmatic strategy lead for Condé Nast UK, Teddy Tepavicharova oversees activations across some of the world's most influential titles, from Vogue and Tatler to GQ and Vanity Fair. She also supports Western Europe with go-to-market strategy and manages a growing global client portfolio. Her work has been recognized with Forbes 30 Under 30, BIMA100 and The Future 100 Club honors."
"On balancing brand and performance, she stresses clarity. "You can't just set a performance KPI and hope brand equity builds itself in the background. Each tactic should pass the baton to the next. It is not about choosing one over the other, but about mapping them to the right audience moment. People want relevance, not creepiness." Her advice for brands navigating fragmented media ecosystems is pragmatic:"
AI is reshaping media buying and optimisation, especially on social channels, but decision-making opacity and algorithmic biases create urgent transparency needs. Understanding which signals AI prioritises and the biases it carries is essential for responsible media practices. Brand and performance objectives must be deliberately mapped so each tactic hands off to the next; performance KPIs alone will not build brand equity. Brands should assign clear roles to each platform, set realistic expectations, and coordinate channels rather than dispersing budgets across every option. Consistency across campaigns remains an overlooked industry blind spot that undermines long-term growth.
Read at The Drum
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