In health tech, the agency is keenly aware of the privacy concerns from consumers and the amount of sensitive data being collected about their bodies, especially as wearables advance. “We’re collecting more data than ever before on humans,” Mariano said. 

But this year, the hype around AI may not be as strong among clients who, according to Campo, have a much better “savviness and understanding” of the dangers of AI. “I do think it’s front of mind for them, because there have been some backlashes,” he said.

As a member of the steering committee for the C2PA, which governs content provenance, it will be on Razorfish to keep ethics and transparency front and center for clients while exploring the possibilities of AI in consumer tech.

“We know we’ve signed up to help make these guidelines, so we have to follow the guidelines,” Mariano said.