WEBVTT

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<v ->Cancer Research UK is the world's biggest charitable</v>

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funder of cancer research, providing critical information

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to tens of millions affected

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by the disease around the world.

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How can it protect that role at a time of great disruption?

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My name is Grace Davey,

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and this is our "Impact in Sixty."

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BCG worked with Cancer Research

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to understand the changing information landscape

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and strategize for a stronger future.

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We unearthed five likely disruptions,

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including the shift away from web search

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towards GenAI tools

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with their promise of more personalized information

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but added risk of disinformation.

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This led to 20 key actions across a three-part strategy:

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deepening awareness of audience preferences,

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increasing resilience,

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and building industry partnerships.

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We can't predict the exact future of GenAI,

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but Cancer Research UK will be ready for what comes next,

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and that's our "Impact in Sixty."