In this episode of Talks with Teads, Paola Cassone, Performance Strategy Director at Initiative, joins Natalie Bastian from Teads for a thoughtful conversation on the evolution of AI in marketing, the power of media to create community, and why responsible innovation must be a top priority going into 2025.
Key Insights
Beyond the Hype: Real AI, Real Results
While AI has dominated headlines for years, Paola brings a grounded perspective to the discussion. She points out that generative AI is just the latest chapter in a much longer story—and that expectations are often outpacing practical applications. Still, when used effectively, AI is proving to be a transformative tool.
Turning Data into Action: A Bronze Lion-Winning Case Study
One standout example: Initiative’s award-winning campaign for the Dutch police. By applying AI technology typically reserved for e-commerce, Initiative was able to localize crime alerts with pinpoint accuracy. Using hyper-personalized messages and geo-targeted footage, the campaign turned everyday citizens into community detectives. The results were staggering: a goal of solving 80 cases turned into over 800 resolved—thanks to the right message, at the right time, in the right place.
AI as a Tool for Community Building
The success of the police campaign revealed something deeper: when people are empowered with information that’s relevant to them, they participate. “We built a community of amateur detectives,” Paola explains, highlighting how AI didn’t just drive engagement—it inspired civic action.
What Comes Next: Regulation and Fairness
As AI becomes more integrated into the fabric of media, Paola calls for greater regulation and a fairer system that recognizes the contributions AI relies on—namely, human-created data and ideas. With copyright and attribution challenges looming, she urges the industry to create frameworks that protect creators while still driving innovation.
Looking Ahead
For Paola, the opportunity is clear: AI should be used to elevate creativity and effectiveness, not replace them. But for that to happen, the industry must invest in governance and transparency. As she puts it, “AI is derivative—it uses what we’ve already made. Now, it’s up to us to ensure it evolves in the right way.”
To watch more episodes of Talks With Teads, click here.