Thoughts from the DBC team following Advertising Week New York (AWNY) 2025
After an action-packed AWNY, our team sat down to reflect on some of the biggest takeaways. Noticeably different from years past, the big discussions weren’t focused on chasing the next shiny trends–they were about figuring out what actually works and how to do it better. Of course AI, creators, and sports all had their moments, but in ways that felt integrated, essential, and forward-looking.
What Happens When AI Stops Being Interesting?
The conversation around AI felt… quieter. Not because it wasn’t present, but because it no longer needed to prove itself. The debate has shifted. No one’s asking “Should we use AI?” anymore. The real question is “How do we use it responsibly, creatively, and in a way people actually trust?” That tone carried across the “AI & Innovation” track, where AI was discussed as an essential, integrated, and expected tool.
Not every session leaned into the topic. Some skirted it entirely, treating AI as an afterthought or a foregone conclusion; a box already checked. By the final day, it unsurprisingly became a running joke. Speakers would pause mid-panel and laugh that they hadn’t said “AI” yet. Maybe that’s progress. Or maybe it’s fatigue. Once AI stops being interesting, the spotlight turns back to people. The advantage belongs to those who can pair machine intelligence with human judgment, empathy, and creativity. AI may be the technology, but humanity is what makes it matter.
Creators Take Center Stage
If there was any doubt that creators have become central to the ad industry, AWNY cleared it up. This year, creators were front and center, with the event expanding its agenda to include more creator-focused programming than ever before.
Podcast talent in particular took the spotlight, underscoring how brands are increasingly viewing the format as a powerful channel for community building. Many podcast creators, including Brianna LaPaglia, Josh Richards, Claudia Oshry, and Ben Soffer drew long lines of attendees eager to see them, highlighting how podcast personalities are evolving into full-fledged media brands around their communities.
Beyond podcasting, creators like Brandon Edelman (aka ‘Bran Flakezz’) andNic and Jeremiah from Peacock’s Love Island USA showcased the diverse ways digital talent is shaping culture, blending lifestyle and authenticity in ways that resonate deeply with fans and brands alike.
The growing presence of content creators at AWNY signaled a clear shift: creators are no longer just influencers, but indispensable partners in brand storytelling and audience connection.
The Centrality of Sports
Sports are one of the last cultural tentpoles, and this year’s AWNY demonstrated its position in the industry. There was an entire track dedicated to the new sports economy, with sessions featuring athletes like Jordan Clarkson and Kelsey Plum discussing their branding opportunities and emerging sports opportunities like women’s basketball. Every television panel we attended even touched on how live sports help brands reach a wide audience in an increasingly fragmented market.
With the Milano Cortina 2026 Winter Olympics and the FIFA World Cup 26™ taking place next year, we expect to see an even greater emphasis on live sports opportunities in 2026, whether it be athletes bringing more branded partnerships to the sidelines or advertisers shelling out big bucks to reach viewers tuning into these marquee events.
Fun Off the AWNY Floor(s)
Beyond the walls of AWNY, there were numerous brand parties and activations on our agenda. Adweek House had different panels featuring Jon M. Chu, Steve Burns, and an incredibly informative session with Adweek reporters talking about the trends shaping the year ahead.
Brands also took the opportunity to lean into the ample opportunities NYC provides for OOH ads. Around the event, there were vehicles advertising various AWNY partners and advertisements tailored to the marketers and advertisers in town for the week. These activations demonstrate the power of OOH while also highlighting the importance of capitalizing on ad opportunities around major industry events.
After a whirlwind week of panels, happy hours – and even our DBC 20th anniversary party – we’re seeing what’s on the horizon. We’ll be keeping a close eye as these trends take shape.
