Key Takeaways from Possible in Miami

Eddie Gonzalez, chief strategy officer, performance and experience at Razorfish shares his takeaways from Possible in Miami.

1. Miami Is Emerging as North America’s Cannes-But With Its Own Edge

Possible has rapidly positioned itself as a must-attend tentpole event for the marketing, media, and tech ecosystem, and with its sunny beach setting is drawing comparisons to the global prestige of Cannes. Yet, as a Miami native, I believe Possible is carving out a distinct identity connecting Miami's culture and creativity with its recent transformation into a tech hub. The event is not just a showcase for creative excellence, but a convergence point for the entire industry to debate, experiment, and set the agenda for what’s next in innovation.

2. The Art of the Possible Is Now the Business of AI-Enabled Value

The narrative at Possible has evolved from blue-sky ideation- 'the art of the possible' - to a laser focus on the tangible business value that AI is enabling today. Where previous years may have centred on speculative future-tech, this year’s discourse was much more grounded in real-world outcomes: AI is no longer just a creative muse, but a critical driver of measurable business transformation. Brands and agencies are being challenged to move beyond outputs (creative ideas, campaigns) and relentlessly pursue outcomes (growth, efficiency, loyalty) powered by AI and data-driven insights. The event’s conversations highlighted a provocative truth: the winners in this new era will be those who integrate AI not as a siloed tool, but as the connective tissue across the entire marketing and customer experience ecosystem.

3. Networking as Currency: The True ROI of Possible

At Possible, networking wasn't just a perk, it was the real currency of the event. The environment was energetic, creating opportunities for high-impact connections from curated VIP lounges to spontaneous yacht gatherings. I found myself having strategic conversations on topics from synthetic personas to brand vs performance marketing to building experiences that evoke emotion and loyalty. It was a great opportunity to share perspectives and learn from others.