Fresh from Times Square and the 2025 Meltwater Summit at the Marriott Marquis, I’m excited to break down the three biggest takeaways from the event—and, more importantly, how these revelations can directly benefit our clients.
1. The Rise of AI—Both as a Tool and a Transformation
This year, Meltwater unveiled "Mira," its new AI assistant for PR, marketing, and social. It’s more than just shiny tech: Mira represents a broader trend—we’re seeing AI now woven into the very fabric of how social and marketing teams operate. From content creation to real-time risk assessment and sentiment analysis, AI is transforming the work agencies (and brands like yours) can do.
But here’s where it gets real for clients: Modern AI isn’t about replacing your team; it’s about giving your people superpowers. AI can sift through millions of mentions (I’ve seen brands with 14–15 million a year!) and surface what matters, instantly alerting you to emerging risks or viral opportunities. Consider this: If AB InBev had the AI tools of today during their influencer controversy, they’d have pinpointed the true source and scale of the backlash in real time—and likely changed their response strategy, saving both reputation and dollars.
2. Human Connection Still Wins—Even in the Age of Automation
It’s ironic: As AI gets smarter, we’re reminded of one thing that machines can’t replicate—genuine human connection. Every speaker, every panel, came back to this. The brands and creators who are thriving aren’t those who’ve turned everything over to automation, but those who still make people feel seen and heard.
A powerful example: Snapchat creators are posting over 100 times a day, with fans tuning in for nine minutes at a stretch. Some drive seven figures in merchandise sales using just Snap—not TikTok, not Instagram, not YouTube. The lesson? No algorithm replaces authentic, ongoing engagement.
What does this mean for clients?
Don’t chase AI for the sake of saying you’re “AI-powered.” Start with the basics: How are you actively connecting with your customers? Is your tech freeing up your people to have real conversations and build lasting loyalty, or are you automating away your brand’s personality?
3. Real Digital Transformation: Less Buzz, More Results
There’s a huge difference between “buzzword digital transformation” and the real thing. Over the past two to three years, we’ve seen a flood of half-baked AI pilots that never made it beyond the launchpad. Why? Too much focus on tech, not enough on actual business outcomes.
Here’s my takeaway for clients:
Start by defining your actual goals. Are you looking to boost engagement, protect your brand, or streamline your marketing spend? The right tools—AI included—should serve those goals, not distract from them. At Altiam CX, our job isn’t to sell you our own tech or pile on licenses; it’s to listen, understand your challenges, and build a solution from what’s proven and available.
Practical Next Steps for Clients:
• Audit your customer communication: Is it two-way? Are you truly listening, or just broadcasting?
• Identify your top business challenges: Only then look for AI to solve them—not the other way around.
• Lean into human expertise: Especially in social, you need people who “get” the language, the trends, and the culture of your customer base.
• Stay agile: Trends change fast (today’s TikTok meme is tomorrow’s Snap story). Your team should be living in these spaces, not playing catch-up.
Final Thought: Be Bold—But Stay Human The energy at the Meltwater Summit was electric—brands and leaders from all over the world, all exploring a rapidly evolving digital landscape. The promise of technology is massive, but the brands that will win are those that balance technological boldness with an unshakable commitment to genuine, human connection.
Let’s keep it simple, practical, and rooted in what matters—your goals, your people, and your customers.
If you’re ready to transform your brand’s social and digital strategy with a mix of AI innovation and real-world connection, let’s talk. We’ll help you choose the right tools, and make sure your people—and your brand’s humanity—always come first.
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