Michael Learmonth, Former Editor-in -Chief, Vice Media is joined by Sujoyee Chatterjee, Senior Director of Product Marketing, Channel Factory, Jasmine Presson, Chief Strategy Officer, Mediaplus Group North America and Kanene Ayo Holder, AI Integration Manager for DEIGPT, Create Labs Ventures, to explore the complexities of brand safety in the context of conscious marketing efforts. In a time of uncertainty for advertisers - wars, pandemics, politics and kids safety concerns, brands are struggling to navigate the complexities of the digital ecosystem. While there is no question that safety is crucial for brand reputation, does an overly cautious approach create an environment in which you miss your desired audience altogether? As the populations and generations shift towards a more multicultural or intersectional makeup, thoughtful and authentic investments will determine a brand's success with younger generations. So the question is, do we look to fix the tech that is making us dumber or less effective, or do we need a new approach to safety altogether?