Author: Sam Bradley

Surprisingly early in the era of AI’s influence on the creative process, a problem is arising: sameness and homogeneity. Besides not using AI to help, are there other workarounds?

Marketing strategists are now habitual users of generative AI. But as tools like ChatGPT and Claude embed deeper into the work of agency execs and freelancers, more strategy practitioners are finding that the predictability of their responses is putting a lid on productivity gains.

And as they search for a workaround or architectural solution to the so-called “sameness trap”, ad execs are confronting questions over how they add value for clients, as well as how much they take — and expect — from AI tools, and who gets credit for originality. 

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The Future Leader Awards, presented by Digiday, Glossy and Modern Retail, recognize the next generation of leaders making a significant impact in their industry, with 10 years of experience or less. 

This year’s finalists represent a new wave of leadership defined by forward-looking strategy and cross-functional execution. Their work is grounded in measurable outcomes, delivering gains in efficiency, performance and revenue. The finalists’ approaches shape more cohesive and effective experiences across platforms, partnerships and touchpoints that translate strategy into tangible results.

In the Rising Product Leader category, nominees include Seojoon Oh, senior product manager at Uber. He heads two engineering teams building data-driven platforms including a first-party attribution system, a real-time KPI streaming hub and a semantic data layer that together support Uber’s $1.7 billion advertising ecosystem. Oh’s work has strengthened Uber’s ability to measure incrementality, optimize spend and scale lift testing, directly improving marketing performance and ROI. He is also advancing next-generation tools, including a Marketing Context Layer and AI-driven diagnostic agents that anticipate performance issues and surface insights. Oh is reshaping how Uber approaches privacy-first marketing and data-driven decision-making.

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