Basis Technologies vs Clinch

Agencies Warn AI-created Briefs Causing Bloat

Agency leaders are increasingly concerned that the overuse of AI tools to write advertising and media briefs is undermining productivity and staff well-being. At Digiday's Media Buying Summit, M&C Saatchi's North American CEO Nadja Bellan-White estimated that 85% of client briefs are now AI-generated, leading to excessively long documents filled with jargon but lacking strategic vision. A Basis Technologies survey found that 56.4% of marketers and agencies use AI for brief creation. Executives report that some briefs are disjointed, lack a clear marketing goal, and reflect a decline in critical thinking. The article highlights 'cognitive offloading' and cites a 2025 MIT study showing reduced brain activity when using AI assistance. Some leaders suggest managers should intervene to reduce reliance on AI, even recommending unplugging laptops and having face-to-face conversations.

• M&C Saatchi CEO Nadja Bellan-White estimated that 85% of client briefs are written using AI tools.
• A Basis Technologies survey found that 56.4% of marketers and agencies use AI for brief creation.
• A 2025 MIT Media Lab study showed a 55% reduction in brainwave activity when writing essays with AI assistance.

Daily AI Use Nearly Doubles Among Marketers as Measurement Lags

Basis Technologies announces new press release: 'Daily AI Use Nearly Doubles Among Marketers as Measurement Lags' dated Oct 19 2026.

Your Guide to Winning the Holiday Season

Basis Technologies' VP of Research and Insights, Maggie Nemoy, discusses holiday season trends and emerging consumer behaviors on the 'On Scope' podcast with host Mike Berberich. The conversation focuses on how economic uncertainty will affect the 2026 holiday season and future seasons. The episode is available on ANA.

• Published on September 17, 2026.
• Maggie Nemoy, VP of Research and Insights at Basis Technologies, appears on the 'On Scope' podcast.
• The episode discusses economic uncertainty and consumer behaviors affecting the 2026 holiday season.

Advertising Has Enough Technology. Now It Needs to Work Together.

In an executive insight published following Advertising Week New York, Clinch CEO Oz Etzioni addressed the inefficiencies caused by advertising technology fragmentation and manual workflows. Etzioni argued that human operators currently act as manual APIs bridging disconnected platforms, while creative data remains heavily underutilized. He emphasized that emerging AI agents and protocols like Model Context Protocol (MCP) will only succeed if underlying creative, media, and data infrastructures are fully integrated before deploying automated agents.

• Clinch CEO and Co-Founder Oz Etzioni authored the industry analysis published on October 15, 2026, following discussions at Advertising Week New York.
• The analysis highlights that human teams currently function as 'Human APIs' to manually transfer data and coordinate campaign updates across disconnected tech stacks.
• Etzioni points to Model Context Protocol (MCP) and AI agents as transformative technologies that risk adding operational complexity unless foundational integration between creative, media, data, and activation platforms is established first.

Clinch Named a Fortune Best Workplace in Advertising & Marketing™ 2026

Clinch has been named a Fortune Best Workplace in Advertising & Marketing™ 2026, as announced on September 30, 2026.

Clinch Expands London Presence with New Central Office and Appointment of Colin Cherry as VP of Growth, EMEA

Clinch announces expansion of its London presence with a new central office and the appointment of Colin Cherry as VP of Growth, EMEA.