On and Li Ning use equity and category ownership to pull athletes away from Nike.
Retail media can reveal more than campaign performance. Insights into how consumers discover, consider, and purchase can help marketers identify where demand is forming and where to invest next.
Purchase limits and merchant rules could ease fears about handing shopping decisions to AI agents.
Marketers can spot overcrowded inventory while preparing for AI search to disrupt web advertising.
Airlines are cutting capacity, which could lift fares and squeeze price-sensitive travelers.
In today’s podcast episode, we discuss what would convince us that Artificial General Intelligence (AGI) has actually arrived, whether OpenAI’s GPT-6 Astra is truly a “generational leap,” and what ordinary Americans might do with AGI. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Jacob Bourne and Principal Analyst Yory Wurmser. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
As AI becomes standard across marketing, simply having the technology won’t set brands apart. The advantage may come from better signals that show how consumer interests and intent are changing in real time.
Despite broad adoption, limited training and creative concerns make human skills as important as AI fluency.
Easier access could attract more brands, but better measurement should come before bigger budgets.
Cyber Week keeps its retail grip because consumers are cost-conscious, not despite it. But winning their business requires that retailers influence shoppers earlier in the research process, tailor messaging to different buying journeys, and make the value of their deals easy to trust.
Almost half of Gen Zers said they’d switch to a bank if it offered to cover their recurring subscription expenses.
The warehouse club expands its third-party delivery partners and tests tools that make it easier to shop.
160 holiday stores and experiential formats aim to bring discovery, expertise, and play back to toy shopping.
A PGA Tour pharma sponsorship connects its brand to an older, affluent audience with strong healthcare ties.
Women’s sports has moved into mainstream culture faster than many brands have adjusted their marketing strategies. When Emily Tisch Sussman’s family became majority owners of Gotham FC, a professional women’s soccer team for the New York and New Jersey region, in November 2023, women’s sports had yet to reach the cultural prominence it commands today. Brands treated the category less as a major marketing opportunity and more as a cause to support. “When brands were talking about women's sports, when opportunities were coming, they were thinking about women's sports really as a bit of a charity, like something almost like a Title IX,” Sussman said during a keynote conversation at the EMARKETER Future of Digital summit this week. “So the real investment wasn't really coming.” That calculation is changing.
Marketers need flexible creative and workflows as requirements diverge.
Brands can reach shoppers before preferences are fixed but should track conversion as access widens.
The format fits AI search naturally, but its similarity to organic answers could undermine brand trust.
Better targeting and measurement can support budgets if marketers prioritize business outcomes over impressions.
Brands can find creators and activate ads in one hub, with efficiency gains depending on careful oversight.