AI can generate hundreds of ideas, produce countless variations of an ad, and churn out storyboards in a matter of seconds. But speed and abundance do not produce work that connects with people.
Amazon wants AI to track merchants’ businesses and automate routine work.
Insurers may scrutinize how firms verify sensitive requests, not just whether the sender is authentic.
AI is helping agencies work faster and more efficiently, but savings alone aren’t the end goal. The bigger opportunity is reinvesting those gains in people, creative capabilities, and the judgment that technology can’t replace.
New tools steer discovery and creation, giving brands more reasons to optimize for AI while keeping creative distinct.
A recommendation from a friend once helped kick off the customer journey. Now, AI is playing a bigger role in those early conversations, changing how consumers enter the market and creating new opportunities for advertisers.
Diagnostic delays and dismissed symptoms leave room for better care and patient tools.
Retailers risk losing product discovery control, making better search a priority.
As chatbots influence purchases, brands should make authentic customer feedback central to GEO efforts.
AI will touch every stage of marketing mix modeling (MMM), from cleaning data and building models to translating complex findings into plain English. But speed and automation alone won't make measurement more valuable. The bigger opportunity is using AI to help marketers get from measurement to decisions, and ultimately action, while keeping humans in the loop. ROI is one of the biggest reasons marketers turn to MMM. Focusing too narrowly on it obscures the rest of the value measurement provides.
Even AI enthusiasts, the early adopters, dedicate about 10% of their digital time to AI tools. The finding comes from Triton Digital's latest research on how AI is impacting consumer behavior and what it means for brand strategy, based on quantitative and qualitative studies across the US and UK.
CRM integrations could make targeting and measurement easier, but side-by-side tests will reveal where AI ads add value.
New advertisers are starting small, while brand-awareness spending takes a larger role.
We attended Fierce Pharma Week, where speakers noted that AI insights that improve patient experiences and content are the next frontier.
Brands can advertise without an Instagram profile, though Meta’s cross-app data still powers much of its value.
A patented system favors natural pauses, though Xbox instability may keep brands cautious.
Predictive targeting can uncover sales opportunities, but marketers should account for imperfect AI predictions
75% of US consumers who used AI to find a local business checked Google or Maps before contacting them, according to a July report from BrightLocal.
In today’s podcast episode, we discuss why some of the biggest names in AI are now calling for a slowdown in development, what we would gain and lose if the pace of AI progress decelerated, and whether these doomsday concerns are about a distant existential risk or consequences that are already showing up in everyday work and life. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Jacob Bourne and Senior Analyst Asa Hiken. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
A ski trip planning session turned into a case study in how fast AI-driven discovery has taken hold, our chief content officer Vladimir Hanzlik told the audience at EMARKETER’s Future of Digital summit. Sitting around the table with friends and family, phones out on Gemini, his group booked resorts, hotels, and ski schools in a matter of hours. "What really struck me is that if you didn't turn up in those LLM recommendations, if you didn't show up in Claude or Gemini, there'll be literally zero chance that we will pick you," Hanzlik said, opening a conversation with VML's chief discoverability officer Heather Physioc on whether brands understand just how close that future already is.