Irish start-up Marker Video is competing in the AI-driven advertising space by focusing on ‘real reviews, not robots,’ emphasizing authenticity. This is a positive strategy in an era where AI-generated content can lead to skepticism. By offering genuine user feedback, Marker Video aims to build trust and drive engagement, potentially capturing market share from AI-reliant platforms. The challenge is scaling authentic content and proving its effectiveness against the efficiency of AI. The broader digital advertising market and consumer trust in online content are key external factors. Advice for investors: Businesses that can successfully blend technology with authenticity and human insight are well-positioned. Marker Video’s focus on realness could be a differentiator in the increasingly automated ad tech landscape.