In a fragmented, low-trust world shaped by polarization, AI, and social media, the nature of influence is rapidly evolving. Ipsos’ “What the Future: Influence” explores how political speech, brand messaging, and stakeholder engagement are adapting. Younger audiences trust personal stories and influencers over institutions, while brands turn to niche creators, verified voices, and AI tools to build authenticity and drive conversions. Expert reviews retain power through rigor, but generative AI and misinformation challenge trust. Political lobbying now blends digital outreach with coalition-building. Across sectors, effective persuasion hinges on transparency, audience understanding, and thoughtful adaptation to emerging technologies and cultural shifts.

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