Aengus Boyle, Vice President at VaynerMedia EMEA, he advocates for VaynerMedia's organic-first approach, where brands test content organically before investing paid media dollars, leveraging algorithm-driven feeds that now reach 95% non-followers. Aengus positions brands for AI-powered search through optimised video content and immediate-answer website formats, predicting that advertising integration into LLMs will create hyper-targeted campaigns based on detailed user prompts. He challenges CMOs to abandon outdated paradigms focused on follower counts and linear TV advertising, arguing that those embracing algorithmic validation over boardroom creative decisions find modern marketing more effective than ever, while those stuck in old measurement frameworks face increasing difficulty as consumer behaviour shifts toward AI-driven discovery and personalised content feeds.