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Revisiting Agentic Intelligence in the Age of Execution In April, I wrote about a shift in posture. From reactive AI systems to autonomous ones. From tools that wait to systems that act. That article, Agentic Intelligence , sketched a near future where models would not just respond, but take initiative. It was about architecture, intent, and the structure of action. Now, that shift is no longer theoretical. With the release of ChatGPT Agent, the idea has entered the desktop.

The ''Democratisation'' of Market Research - A Force for Good or a Step Too Far? The process of testing innovative ideas or concepts has become remarkably accessible, so much so that it may seem that virtually anyone can do it. With just a few keystrokes, users can identify an online testing platform, upload stimulus materials, configure a few parameters, and receive results shortly thereafter. This ease of access has undeniably empowered innovation teams, allowing them to work with greater speed and lower transactional costs. However, what was once a streamlined solution for agile development is increasingly showing signs of overuse- and, at times, misuse. In the wrong hands or without due expertise, this democratisation risks eroding research quality, compromising comparability, and resulting in misleading insights or ill-informed decisions.

Blog by Femke Vriend

Advertising has always been an industry driven by human creativity. But anyone paying attention to the marketing landscape recently has seen a major shift: artificial intelligence is rapidly transforming the way we approach creative work. At Cannes Lions, the industry-wide conversation was clear: AI isn't just the latest buzz, but a transformative force reshaping the advertising process. And with tech companies such as Google, Meta and TikTok having increasing presence at the event, the question on everyone’s mind was whether we are moving from a creative industry to a purely tech industry.

When we talk about successful marketing strategies, price management often sits in the background, rarely discussed with the intensity it deserves. Yet pricing is arguably the most powerful and immediate lever in the marketer’s toolkit. Set it too high, and customers walk away. Set it too low, and you erode profitability and limit your ability to reinvest in growth. Despite this, pricing tends to receive significantly less attention than other marketing activities. It's time to change that.

Why “Illusion of thinking” makes a great clickbait title, but a poor reading of the evidence. The Headline Hype: How a Stress-Test Became a Doom-Post Most headlines follow the same tone: “AI reasoning fatally flawed,” “Apple exposes the illusion of intelligence.” These headlines reference Apple’s recent paper, The Illusion of Thinking, but rarely do they engage with the paper’s actual content. So what did the paper actually test? It benchmarked models on a narrow class of symbolic puzzles: Tower of Hanoi, Blocks World, River Crossing, and Checkers. These puzzles were chosen because they offer objective ways to check correctness. Even so, the authors make clear that this represents only a narrow slice of reasoning. It is not intended as a comprehensive evaluation of intelligence.

Blog by Xiongkai Tan – PhD student at the University of Groningen Creativity Crisis Research indicates that the impact of advertising is declining over time (Sethuraman et al. 2011). This trend, thought to be due to diminishing creativity in advertising, is concerning for advertisers. In recent years, the creativity of ads has been overshadowed by technology-driven trends. This shift has led advertisers to prioritise metrics such as click-through rates and immediate sales results, pushing brands to focus on “what works” and over-optimize the same ad formats (Roach 2019). Ads cannot stand out due to high ad clutter and low distinctiveness (Ha 2017). At the same time, brands also face a trade-off between distinctiveness and consistency, as straying too far can confuse consumers or dilute brand identity.

Blog by Claudia Polimeno Since the first television commercial aired in 1941, TV advertising has played a central role in shaping consumer decisions and perceptions. With its unique ability to combine visuals, sound, and storytelling, TV remains a powerful medium for capturing attention and building brand awareness. Despite the rise of digital alternatives, television continues to deliver nearly half (46.6%) of advertising-generated profits, boasting an impressive ROI of £5.94 per pound spent (Ebiquity and Gain Theory, 2018). Its audiovisual storytelling capabilities allow advertisers to engage audiences in ways other formats cannot (Findley et al., 2020).

Blog by Hidde Smit – PhD student at the University of Groningen DVJ Insights values cooperation with academia and therefore sponsors several PhD students. One of them is Hidde Smit (University of Groningen), who is researching advertising effectiveness. One of the projects examines the impact of advertising mix planning decisions on different KPIs across the purchase funnel. The project provides practical and valuable insights into what really matters when planning the advertising mix, which can enhance decision-making in the field of advertising. While a number of decisions can potentially impact the outcomes, what are the odds they all contribute equally? In this blog, we will look closer at what matters for awareness.

DVJ Insights is pleased to announce the appointment of Elin Scotford as Global Client Director, further reinforcing its commitment to client growth through high-quality consultancy and local expertise. Elin, based in Malmö, has 20 years of experience working with both Swedish and Danish markets and will work closely with DVJ’s Nordic team from the Danish office in Copenhagen. “ This strategic addition to the team marks another milestone in DVJ’s growth across the Nordic region,” says Lucas Hulsebos, CEO of DVJ Insights “Our global clients increasingly seek local relevance alongside our global perspective. That’s why we’ve invested in understanding the marketing professional better to support our local consultants in each of our markets. It’s not just about having a pin on the map, it’s about being truly present and understanding the unique dynamics of each market.” Elin brings deep expertise in shopper insights and a proven track record in helping brands better understand consumer behaviour across retail and omnichannel environments. She joins DVJ from YouGov, where she served as Team Lead, Advanced Solutions Nordics. Her background also includes roles at various market research institutes, co-founding her own consultancy firm, and serving as a Board Member of the Swedish Insighters since 2022. “I am truly excited to be part of DVJ’s expansion into the Nordic market and to help bring such an innovative, quality-driven company to the region,” says Elin. “DVJ stands out through its ability to deeply understand client needs and translate them into fast, actionable insights - thanks to its agile way of working, sharp commercial focus and strong ties to academia. This approach is key to supporting our clients effectively on their growth journeys.”