At the Cannes festival, marketers are focused on understanding TikTok's long-term strategies, including AI integration and partnership programs. Executives such as Shamsul Chowdhury of Jellyfish and Richard Raddon of Zefr are seeking insights about the platform's future position. Although there is anticipation for concrete information, conversations often trend towards relationship-building rather than hard answers. TikTok is hosting meetings and presentations at The Carlton, but executives recognize that real insights are often confined to private discussions away from the public eye.
The big thing to discuss is the future of TikTok and where they're positioning themselves, said Shamsul Chowdhury, global evp of social at Jellyfish.
Brands don't just want a view of what's working now, they want a roadmap for what's upcoming in the future. They want to know what proactive measures are actively being built by the platform, said Richard Raddon, co-founder and co-CEO of Zefr.
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