Algorithms are removing surprise from daily life, which makes it cheaper for brands to own
PrincipleBrand & Creativity
Algorithms are removing surprise from daily life, which makes it cheaper for brands to own
Recommendation algorithms feed people more of what they already like, stripping surprise out of daily media diets - while the craving for surprise is a fundamental human trait. That widening gap makes surprise an underpriced tool: the less the environment delivers it, the harder a surprising brand hits.
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:12:58-00:13:30 Morgan & Evans
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