Technology has been both a catalyst and a disruptor in media. The printing press unlocked mass storytelling. Radio connected communities in real time. Digital and social platforms later upended traditional models. Each wave has reshaped how brands communicate, how audiences consume, and how organizations measure success. For Beth Mach, Co-Founder and Chief Operating Officer of Spacely, the most critical question is not whether technology will change media, but how leaders can harness it without losing sight of what makes marketing meaningful: creativity, trust, and human connection.
With more than 25 years of global marketing and media experience, Mach has navigated seismic shifts in the industry, from the rise of digital advertising to the growing influence of artificial intelligence. “I’ve seen entire playbooks rewritten almost overnight,” she reflects, pointing to how quickly social platforms changed brand engagement. Today, she channels that expertise into building Spacely, an early stage company designed to modernize the out-of-home and print media marketplace. Her perspective blends a sharp eye for innovation with a healthy skepticism about hype cycles.
Balancing Curiosity with Caution
Mach describes technology as “a necessary evil,” but not in a pessimistic sense. To her, it represents both opportunity and risk. “It should always be met with a little bit of curiosity and caution,” she explains. “We need to ensure it’s not being taken over or taking over our intellectual capital.” That balance is essential in an industry where automation promises efficiency but risks robbing consumers of depth. For her, innovation should eliminate friction, not replace human ingenuity. Ideally, it “takes the drudgery out of the continual kind of monotonous actions,” freeing professionals to focus on creativity and storytelling.
The Promise and Pitfalls of Artificial Intelligence
No conversation about media transformation can avoid the topic of AI. Mach readily acknowledges its potential, calling it “a great catalyst for starting.” She has used AI to overcome roadblocks in writing, describing it as a way to get “a little bit of a nudge” when facing a blank page. “In our line of work, you still have to know what you’re talking about,” she says. “Technology should be an aid, not a crutch. It should help you find more and be smarter versus do it fast and have no idea what you’re talking about.”
Equally wary of leaning too heavily on algorithms to drive audience engagement, she stresses the importance of accounting for the unpredictability of people. While data can reveal blind spots, “the machine is not a person, and people can be very unpredictable.” Emotional responses to ads, logos, or taglines cannot always be forecasted. Algorithms may highlight potential pitfalls, but empathy and human judgment remain irreplaceable.
Rebuilding Trust Through Reinvented Channels
For Mach, one of the most urgent challenges in media is the erosion of trust in digital content. With rising skepticism about whether content is authentic, unbiased, or even human-made, established channels like television, radio, print, and out-of-home deserve renewed attention. “These channels are starting to reinvent themselves,” she notes. “They’re using data, marketplaces, and trading techniques to be on par with their digital counterparts. Print isn’t dead; it’s reshaping itself because people are looking at it with a new level of intentionality.” By blending the credibility of traditional media with the efficiency of modern data tools, Mach believes organizations can build more durable connections with audiences. The goal is not to discard digital but to create a media mix that balances speed with trust.
Future-Proofing Media Leadership
For marketing leaders, the path forward has become one of translation and conviction. Executives must bridge the gap between creative ambition and corporate accountability. “The C-suite doesn’t speak marketing language,” she says. “Those CMOs who can translate marketing into corporate revenue-driving speak are the ones who will be successful.”
She points out that credibility and trust are not built overnight. They require consistent effort, clear communication, and the willingness to use technology as fuel rather than a shortcut. Leaders must recognize that while profitability pressures often clash with brand trust, both are essential for long-term success. “Don’t count out legacy channels,” she advises. “Use data to reimagine them. That could be the most impactful way to drive trust and connection.” As she continues to build Spacely and advise organizations globally, Mach’s perspective offers a grounded and forward-looking roadmap for an industry in flux.
For those eager to follow her insights and work, connect with her on LinkedIn or visit her website.
