{"id":91536,"date":"2025-08-27T04:24:42","date_gmt":"2025-08-27T04:24:42","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/08\/27\/judge-of-the-day-greenparks-que-ramli-on-ais-role-and-the-myth-of-always-on\/"},"modified":"2025-08-27T04:25:45","modified_gmt":"2025-08-27T04:25:45","slug":"judge-of-the-day-greenparks-que-ramli-on-ais-role-and-the-myth-of-always-on","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/08\/27\/judge-of-the-day-greenparks-que-ramli-on-ais-role-and-the-myth-of-always-on\/","title":{"rendered":"Judge of the Day: Greenpark\u2019s Que Ramli on AI\u2019s role and the myth of always-on"},"content":{"rendered":"

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As The Drum Awards Festival<\/a> celebrates the neatest social campaigns on the earth, juror Que Ramli breaks down the rise of social search, the parable of always-on, and why TikTok\u2019s actual energy lies far past viral movies.<\/strong><\/p>\n

Que Ramli has her eye on the place social is headed subsequent. As govt technique director at Greenpark and a choose within the Social Media category<\/a>, Que brings a forward-looking lens to how manufacturers can construct relevance, drive discovery and present up with intention in an endlessly shifting area.<\/p>\n

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\u201cAI is altering the best way we work, however not simply by rushing issues up,\u201d she says. \u201cThe 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.\u201d<\/p>\n

She emphasizes that AI shouldn’t exchange creativity however increase it. \u201cIf we information it nicely, it helps us be extra insightful and extra environment friendly. It unlocks a degree of personalization and pattern evaluation we\u2019ve by no means had earlier than.\u201d<\/p>\n

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. \u201cYou don\u2019t 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\u2019s identification, not simply leaping on no matter is sizzling.\u201d<\/p>\n

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Need to go deeper? Ask The Drum<\/h4>\n


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Her primary platform alternative for 2025? TikTok. \u201cIt\u2019s not only a content material channel anymore. It\u2019s a search engine. In a few of our audits, we\u2019re seeing TikTok search demand rival Google in sure classes. That\u2019s a large shift. Manufacturers that optimize for social search are going to win. It\u2019s about discoverability now, not simply follower counts.\u201d<\/p>\n

Que additionally flags a significant missed alternative: the rise of \u201csocial-search.\u201d \u201cContent material is not simply to your followers. It\u2019s 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\u2019s 2019.\u201d<\/p>\n

Alongside this, she sees a rising demand for uncooked, creator-led content material. \u201cPolished movies nonetheless have a spot, however they don\u2019t construct belief on their very own. Folks need \u2018rawthentic\u2019 content material. Manufacturers that be taught to mix each are those constructing actual viewers relationships.\u201d<\/p>\n

The traits she sees defining the subsequent wave of social strategists are rooted in multidimensional considering. \u201cIt’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.\u201d<\/p>\n

In her personal position, the hardest problem is shifting consumer notion. \u201cSocial 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\u2019s not a checkbox. It\u2019s a enterprise driver. And our job is to assist purchasers see that.\u201d<\/p>\n

The Drum Awards Festival <\/a>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.<\/p>\n<\/div>\n