47% of US banking decision-makers say their institutions have already rolled out generative AI, up from 10% in 2023, said data from EY-Parthenon.
Once seen as a revenue channel, commerce media is fast becoming the connective tissue between brands, retailers, and consumers. The industry’s focus is expanding from monetization to meaning, a theme that resonated throughout Advertising Week New York.
At Tech Futures 2025 in New York last week, IBM general manager of corporate strategy Roger Premo and VP of AI and automation Nick Fuller outlined how enterprises and brands can scale AI responsibly—and profitably. Acting as “client zero,” IBM has improved its run rate by $3.5 billion—about 8% of its revenues—through internal AI adoption. Brands that treat AI as a business transformation, not a tech trial, will move faster from proof of concept to profit. Align leadership vision with a disciplined data strategy, invest in unified platforms, and embed governance from the start.
At Philadelphia’s 1682 conference, Coca-Cola’s Benny Lee and Hershey’s Andy Hunt shared how two of the world’s oldest CPG brands are transforming retail through creativity, data, and AI. Coca-Cola is evolving from selling beverages to designing experiences—using AI to power global design systems and create immersive in-store storytelling through products like Y3000. Hershey’s is closing the gap between physical and digital by embedding data into every stage of retail, from aisle feedback to retail media KPIs. Both executives envision the store of the future as dynamic, data-driven, and human-led—where AI supports storytelling, not automation.
OpenAI announced a blockbuster deal to design its own AI chips in collaboration with Broadcom, continuing a trend of AI companies seeking partnerships and investments to own both ends of the AI stack, per The New York Times. OpenAI’s Broadcom deal is a turning point in AI strategy—from chasing smarter models to securing the power that fuels them. For enterprises, this is the moment to pick sides. The competitive advantage in the next decade belongs to those who align with partners that control their infrastructure, not just their algorithms.
Salesforce’s launch of Agentforce 360 is a sign that agentic AI is moving into the marketing stack, signaling that automation is becoming a core capability rather than a future experiment. Agentforce can help CMOs decide how far to push agentic AI across their marketing stack. To move from experimentation to deployment, CMOs should start with focused pilots in high-volume touchpoints like chat or email with clear success metrics, such as resolution time or customer satisfaction.
Both Google and Apple ramped up their bug bounty programs and are now offering record payouts to secure sprawling digital ecosystems. Big Tech’s rapid expansion has outpaced internal defenses, forcing companies to rely on external hackers to find and fix security gaps. Big Tech’s growing reliance on outside hackers shows how fast digital risks are rising. Brands can’t wait for problems to surface. Protecting data and trust now requires constant monitoring, quick response plans, and open communication when things go wrong.
A Yext analysis of 6.8 million citations across ChatGPT, Gemini, and Perplexity found that 86% of AI-generated answers rely on brand-managed content—from official websites and listings to reviews. First-party sites led with 44% of citations, followed by listings (42%) and reviews (8%). The findings suggest AI models increasingly trust structured, authoritative data over publisher or community sources. But fewer users click through—only 8% from AI summaries versus 15% from standard search—indicating that generative platforms are capturing more engagement directly. To stay discoverable, marketers must pair clean, structured first-party data with strong social visibility as AI search reshapes traffic flows.
GumGum’s CMO Kerel Cooper says contextual advertising has shifted from an education hurdle to a growth engine. In an EMARKETER interview at Advertising Week New York, he described how AI now interprets full-page or frame-by-frame context, allowing brands to reach audiences based on meaning rather than identity. As cookies fade, contextual ads offer privacy-safe precision and brand safety at scale. Cooper calls this “mindset marketing”—targeting users in the right headspace, not just the right demo. With the open web regaining advertiser trust and AI powering deeper relevance, contextual targeting is emerging as the foundation of a healthier ad ecosystem.
Most US consumers are already using digital tools for healthcare purposes, but three-quarters would prefer more personalized solutions, per a new Harris Poll sponsored by Verily. Healthcare marketers and brands need to use generative AI (genAI) tools, like remote monitoring, predictive analysis, and chatbots, to deliver personalized consumer experiences.
Hannah Elsakr, VP of new genAI business ventures at Adobe, framed AI-enabled tools not as a job disruptor but as “an exponential amplifier to our own humanity and creativity,” at LWT’s TechFutures 2025 in New York City this week. She outlined three frontiers reshaping brand storytelling: AI companions, personalized marketing at scale, and world-building around IP. Brands should prioritize scalable AI pilots, adopt commercially safe AI models, and lead internal change from the top. Provenance, licensing, and IP protection must be built in—not bolted on—if AI is to expand creativity without eroding trust.
AppLovin’s launch of Axon marks its transformation from mobile gaming to full-scale AI ad platform — and one of ad tech’s boldest pivots yet. The new Axon Ads Manager promises real-time AI bidding, Shopify integrations, and transparent attribution as the company positions itself as a performance-driven alternative to Meta and Google. The rollout comes as the SEC investigates AppLovin’s data practices, spotlighting the tension between AI-powered innovation and compliance. Marketers see opportunity — regulators see risk.
On today’s podcast episode, we discuss the moving target that is consumers’ perception of using AI in advertising, how marketers feel about the technology, and the share of ad buying that is likely to be delegated to AI. Join Senior Director of Podcasts and host, Marcus Johnson, Analyst, Marisa Jones, and Senior Analyst, Gadjo Sevilla. Listen everywhere and watch on YouTube and Spotify.
More than half of US employees are using unapproved AI tools, with managers knowing but not caring—showing both security risks and organizational dysfunction. Of the 59% of employees who are using unapproved AI tools, 57% state that their direct manager is aware and OK with it, per Cybernews. Shadow AI use is a brand risk, not just an IT problem, and is often a workaround for poor internal communication or underinvestment in training. CMOs should lead efforts to define brand-safe tools, identify tools ideal for marketing tasks, and collaborate with IT to train employees on AI use.
Perplexity dropped the $200 monthly fee for its AI-native Comet browser, making it free worldwide but with rate limits. The change follows Google Chrome hitting a record 73.7% share of desktop browsing in September, per StatCounter. Comet can summarize webpages, pull key details, and wade through links on a user’s behalf. Chrome remains the must-buy channel, but ChatGPT’s mobile stickiness and Comet’s positioning prove that audiences may increasingly flow through alternative gateways. The brands that experiment early across these varied environments will be better prepared when consumer behavior tilts away from legacy browsers.
Video production company Lemonlight’s new generative AI advertising tools reflect the technology’s growing popularity with marketers. Brands should embrace the tool for its unique blend of AI and human insight, but approach some features cautiously and maintain a test-and-learn approach.
Cleaning brand Bissell revealed at Contentsquare’s CX Circle this week how a mobile-first testing culture, powered by personalization and rapid A/B testing, drove double- and triple-digit gains in engagement and conversions. Bissell’s case shows that conversion breakthroughs rarely come from big redesigns—they come from a culture of disciplined, mobile-focused testing. Small screens magnify every friction point, and users often defy expectations. Assumptions need to be tested, adjusted, and retested. The lesson: Make experimentation part of everyday workflows, follow the data, and double down on what works.
LinkedIn debuted several new features for ad automation targeting small- and mid-sized businesses (SMBs) as it looks to expand its advertiser base beyond large brands. The update reduces barriers to professional-grade ad campaigns by offering automation and AI-driven support that previously demanded larger budgets or in-house expertise.
The Trade Desk unveiled Audience Unlimited, a new tool designed to simplify and lower the cost of third-party data. The product bundles hundreds of data sources at a consistent price and uses AI to rank relevance, letting advertisers access as much as needed without unpredictable fees. The launch aims to make programmatic buying faster, cheaper, and more effective.
The news: Private equity firm Novacap will buy digital advertising measurement and analytics firm Integral Ad Science (IAS) for $1.9 billion, the companies announced Wednesday. The deal will take IAS private after four years of public trading and is expected to close this year. Our take: Measurement fragmentation and transparency concerns with leading ad firms like Google means third-party measurement and attribution companies have a lucrative opportunity to provide much-needed standards.