Judge of the Day: Greenpark’s Que Ramli on AI’s role and the myth of always-on

“AI is altering the best way we work, however not simply by rushing issues up,” she says. “The true shift is the way it strikes us from reactive execution to proactive technique. AI can spot developments, optimize content material and assist handle communities. However what it actually does is unencumber human expertise to concentrate on creativity, empathy and long-term considering.”

She emphasizes that AI shouldn’t exchange creativity however increase it. “If we information it nicely, it helps us be extra insightful and extra environment friendly. It unlocks a degree of personalization and pattern evaluation we’ve by no means had earlier than.”

For manufacturers battling fatigue or chasing relevance, Que affords a transparent framework: drop the concept of being always-on and shift to being always-relevant. “You don’t must be in every single place, on a regular basis. It’s good to be in the correct locations, with the correct message, on the proper second. That requires a relentless check, be taught and optimize mindset. And it means filtering developments via your model’s identification, not simply leaping on no matter is sizzling.”

Her primary platform alternative for 2025? TikTok. “It’s not only a content material channel anymore. It’s a search engine. In a few of our audits, we’re seeing TikTok search demand rival Google in sure classes. That’s a large shift. Manufacturers that optimize for social search are going to win. It’s about discoverability now, not simply follower counts.”

Que additionally flags a significant missed alternative: the rise of “social-search.” “Content material is not simply to your followers. It’s discoverable via search. That adjustments how we plan, how we write captions, how we construct methods. And too many manufacturers are nonetheless appearing prefer it’s 2019.”

Alongside this, she sees a rising demand for uncooked, creator-led content material. “Polished movies nonetheless have a spot, however they don’t construct belief on their very own. Folks need ‘rawthentic’ content material. Manufacturers that be taught to mix each are those constructing actual viewers relationships.”

The traits she sees defining the subsequent wave of social strategists are rooted in multidimensional considering. “It’s a must to perceive website positioning and storytelling. It’s a must to be a fast learner who can adapt to platform adjustments and algorithm shifts. And it’s important to know when to drop the company voice and create one thing that truly connects.”

In her personal position, the hardest problem is shifting consumer notion. “Social continues to be seen as tactical by a whole lot of firms. They need huge outcomes from minimal funding. However actual impression takes time, technique and iteration. It’s not a checkbox. It’s a enterprise driver. And our job is to assist purchasers see that.”

The Drum Awards Festival acknowledges the simplest, strategic and future-ready work in world advertising and marketing. Submit your finest social campaigns to be reviewed by leaders like Que Ramli and assist outline what nice seems to be like in 2025. Submissions shut September 4, 2025.