Adobe lifted its ad spend 30% to $1.4 billion to sell its AI story, signaling a future where marketers must sort real AI innovation from flashy features.

Marketing technology (martech) has entered a new era defined by AI agents, composable architectures, and the rise of buyer-side AI assistants that are fundamentally changing how customers discover brands and B2B vendors.

TikTok Shop's low prices came with shaky trust, but the budget retailer is maturing into a serious marketplace and attracting partnerships.

Adobe announced an expansion of its GenStudio at its Adobe MAX conference today, with updates including key AI innovations and new ad partner integrations. Advertising teams are faced with a landscape that increasingly relies on genAI for key processes once handled by humans.

At Advertising Week New York, creators are no longer side players—they’re center stage. Global president Ruth Mortimer told EMARKETER that influencers now operate as media channels in their own right, shaping programming with four dedicated tracks, a creator lounge, and even an Adobe-backed live pitch where creators can secure $25,000 contracts on stage. As creators revive entertainment formats and build their own businesses, brands should view them as long-term partners driving cultural relevance—not just campaign amplifiers.

Adobe introduced a full version of its Premiere video-editing app for iPhone users, offering new opportunities for on-the-go content creation. Premiere on iPhone includes features like sound effects, auto-generated captions, and multi-track timelines for video, audio, and text. It’s free for general editing, and generative AI (genAI) features are available on a pay-per-credit model. Brands that work with influencers should package assets so they’re easier for creators to use on the go and be flexible with formats and publishing schedules to support workflows for more timely, high-impact campaigns.

LinkedIn is urging B2B marketers to embrace unscripted, authentic video after seeing strong engagement growth on the platform. CMO Jessica Jensen told EMARKETER that “real humans talking like real humans” resonates far more than polished assets, encouraging executives to share candid updates and even humor in their posts. The push reflects broader demand: 52% of US B2B marketers used video in 2024, while Millennials and Gen Z—now 71% of B2B buyers—expect casual, social-style content in professional settings. With B2B video ad spend rising nearly 18% this year, LinkedIn is well positioned to capture that momentum.

B2B marketing data spending is rising as marketers prioritize strategies that improve ROI, enable AI, and fuel pipeline growth. Trusted data sources and integrated tools are helping teams optimize segmentation, compliance, and campaign performance.

The news: Adobe aims to help brands and publishers improve content placement in AI browsers, search tools, and chatbots with its new suite of AI tools—LLM Optimizer. What it does: LLM Optimizer tracks which content and offerings—such as website details, products, or articles—are being shown in AI interfaces and where they’re appearing. Our take: Adobe’s new tools, especially outcome metrics and actionable recommendations, can help marketers and brands craft tailored SEO for each platform—browsers, AI Overviews, and chatbots—and surface data-driven solutions to help improve their AI search presence.

The news: Smartphone makers and developers may be misplacing their focus on on-device AI as consumer interest nose-dives from already low levels. Only 3% of smartphone owners are willing to pay extra for AI features, per CNET’s 2025 Smartphone Innovation Survey, down from 6% in September. Our take: Enterprise customers may be a better bet for on-device AI adoption considering public consumers’ disinterest and privacy concerns. To boost use among consumers, smartphone makers could focus on easy-to-use features that are accessible to those new to AI and roll out AI upgrades incrementally rather than all at once to avoid AI overload.

While developers tout productivity bots, users prefer simple, free, opt-out-friendly AI for creative and informational help—not task automation they never asked for.

Consumers are using AI for purpose-finding and companionship more than work tasks, pushing brands to think beyond productivity and into emotional, lifestyle-centric experiences

Canva is courting enterprise users with intuitive AI tools and team-friendly pricing, pressuring Adobe’s expensive, credit-based model and grip on creative pros.

AI agents are revolutionizing marketing with autonomous capabilities that go far beyond traditional automation. Organizations are implementing AI agents to boost workflow efficiency and prepare for a consumer marketplace increasingly mediated by AI.

Research and planning across retail, travel, and finance are increasingly filtered through AI, making chatbots central to the customer journey.

Unilever, Publicis emphasize AI: The companies are incorporating AI technology into their marketing efforts while maintaining a cautious approach that’s paying off.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

By bringing the photo-editing tool to mobile, Adobe is lowering the barrier for new creators and could pull users away from competitors with its IP-safe AI tools.

Firefly AI debuts with IP-safe video generation, aiming to outshine OpenAI’s Sora. Its Premiere Pro integration could make it a go-to for professionals.

AI firms are paying for raw footage, offering creators extra cash—but with low payouts and growing privacy concerns, is this a good deal or a short-term play?