In this episode of Talks With Teads, James Colborn, VP of Global Data at Teads, unpacks how AI is helping marketers move faster, think smarter, and create more relevant experiences across every screen. From shortening feedback loops to rethinking how teams interact with data and creative, James shares how the path to progress starts with asking better questions—and building systems designed for speed.
Key Insights
Don’t Wait Days—Course Correct in Seconds
James highlights a fundamental shift in how campaigns should operate: real-time feedback and optimization. “If you’ve got it wrong,” he says, “you need to course correct in seconds.” That requires better workflows and AI systems built to flag and fix issues before they waste media.
The Future Isn’t Manual—it’s Prompt-Driven
As AI becomes central to media activation, the marketer’s role is evolving. “It’s going to come down to being really good at asking the systems to do things,” James explains. Strategic prompting and insight-driven automation will replace slow, manual selection—freeing up time for smarter decisions.
Introducing ‘One Audience Everywhere’
At Cannes, Teads introduced the concept of One Audience Everywhere—a strategic approach to connecting consumer behavior across channels. Whether it’s car buyers who also love gaming and travel, or lifestyle readers with niche passions, this intelligence allows marketers to tailor creative dynamically and authentically.
AI-Enhanced Creative Isn’t Just Hype
This isn’t future-gazing. Today, James and his team are already passing these multi-dimensional insights to the creative team to optimize messaging—ensuring every impression reflects what the audience actually cares about. It’s a process that generative AI can enhance even further, but only if the foundations are strong.
Lay the Groundwork Today, Lead Tomorrow
While the industry talks about AI revolutionizing advertising, James is grounded in the reality: “AI will only improve what’s already working. You need the right process today to influence tomorrow.” That means building the infrastructure now—tools, teams, and mindsets—that AI can help scale.
For more insights from industry leaders, explore our Talks With Teads series.