A conversation with Oz Etzioni, CEO of Clinch, to talk about something a lot of brands and agencies are wrestling with right now: the widening gap between media and creative — and how AI is rapidly changing what’s possible in that space.

Clinch has been focused for years on the connective layer between creative and media. The idea is simple to say, but hard to execute: unify the creative strategy with the media plan so that the right message can be delivered to the right audience in real time, across every channel. And now, with the acceleration of AI, that “missing middle” is becoming the most important part of the stack.

Major market shifts are happening such as creative is no longer a static asset — it’s dynamic, personalized, and constantly adapting and media buying is automating faster than most organizations are structurally prepared for.

A great discussion of where the industry is heading. Not someday. Now.