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.

OpenAI is working on a TikTok-style app built on its Sora 2 video model—an AI-only feed where every clip is generated, not filmed, per Wired. Meta, meanwhile, is rolling out Vibes, a new short-form video feed in its Meta AI app and Meta.ai, designed for remixing, personalization, and sharing across Instagram and Facebook. For brands, the upside is experimentation, while the risk is durability. Until user habits adjust to new content feeds, marketers should treat both as pilot channels—take advantage of launch buzz, but keep spend flexible in case novelty fades.

Nearly all (97%) of Goldman Sachs’ Gen Z interns use AI in their personal lives, up from 86% in 2023, per the company’s annual intern survey. For a majority of generative AI (genAI) use cases, Gen Zers prefer that real people stay involved, but there are exceptions. More than a third (38%) of respondents said they were good with shopping AI results with no human oversight. For brands, this might mean leaning into Gen Z to train on genAI skills, understand where to get the most value out of AI, and what AI pilots can be cut or built on to improve efficiency.

Visa launched the Visa Commercial Services (VCS) Hub, a platform that helps issuers and fintech companies deliver commercial payment solutions and embedded finance services backed by the power of genAI. If AI and stablecoins significantly disrupt traditional payment rails, Visa can still offer essential commerce solutions to issuers and fintechs, with businesses benefiting from the convenience of gaining access to tools that otherwise would require a separate contract with another provider.

Digital markets are being reshaped by genAI search and shifting platform and monetization dynamics. These 10 charts reveal the forces that will define 2025 and beyond.

Consumers are increasingly receptive toward digital ads and generative AI in marketing, per Kantar’s Media Reactions 2025 report. While consumers increasingly see digital ads as the norm, advertisers must work harder than ever to cut through the clutter and deliver relevant, memorable experiences that drive action.

A new Teads Connected TV paper shows AI has firmly entered the mainstream of video advertising. Sixty percent of marketers now use generative AI to create scripts, voiceovers, and visuals, while others rely on AI tools for audience insights, performance analysis, and real-time optimization. The findings highlight a clear opportunity—marketers that combine AI’s scale and predictive testing with human oversight can build campaigns that are both efficient and distinctive.

Now that most financial institutions (FIs) have deployed or piloted genAI, some recurring lessons have emerged. Implementing these lessons learned can help FIs prevent massive losses from failed pilots. Governance helps set expectations, parameters, and metrics before the bulk of the money is spent—helping prevent project failure and disappointment. 79% would prioritize governance if starting AI implementation over. Seventy-one percent of respondents would have engaged stakeholders earlier, involving them in planning meetings. This would help FIs ensure alignment and reduce delays that could arise from misunderstandings and disagreements partway through.\

Anthropic’s Claude AI is taking on competitors in a multimillion dollar ad campaign. The “Keep Thinking” campaign positions Claude as “the AI for problem solvers” and marks Anthropic’s first foray into brand marketing. The campaign is a necessary start to help Claude gain market share and boost its comparatively small user base, but it’s only the first step in a long journey ahead for Anthropic.

Google introduced new features for Demand Gen campaigns and said it will publish monthly, newsletter-style updates to keep marketers on track with the latest Demand Gen updates. Google is moving to chip away at advertisers’ black-box concerns by adding more visibility, measurement, and testing options into Demand Gen, signaling its push toward greater transparency and control for campaign performance.

Marketplaces have been driving US ecommerce growth. But established players face a shake-up from new entrants and advances in AI and agentic commerce.

Despite the rise of artificial intelligence in advertising, marketers worldwide still overwhelmingly rely on user-generated content (UGC) for engaging audiences, per a new study from PhotoShelter. Authenticity is the clear differentiator that makes ads connect with audiences, necessitating continued reliance on UGC.

Almost all US adults (95%) have heard of AI, and 88% are at least somewhat concerned about it, per a Pew Research Center survey. Most (73%) are willing to let AI help them in daily tasks at least a little, per the survey. Three-quarters (77%) of adults ages 19 to 29 would agree to AI assistance. Although US consumers are concerned about AI, they’re willing to use it in some scenarios. AI that simplifies their lives without taking away their creativity will fare the best. Personalization, product recommendations, and search assistants will help consumers speed up their shopping journeys.

The vast majority (89%) of US adults use generative AI (genAI), per a Centerfield GenAI Consumer Survey commissioned by Search Engine Land. But not everyone uses it the same way. Eighty-seven percent read AI summaries in search results, and the same percentage have used AI for shopping, but only 41% click on a source link after reading a summary. Training and education are top next steps. Keyword research will become less important as competitor analysis ramps up. SEO/GEO specialists need to understand specific user needs and the companies surfacing in AI results to adopt their methods.

American Express launched the Amex Travel App, Amex Passport, and a new Centurion Lounge feature ahead of its anticipated Platinum card refresh. Amex’s next challenge will be preserving that its product’s convenience isn’t usurped by an outside genAI travel product. Consumers are already starting to use AI to plan travel, and agentic AI could soon start booking it for them as well. Amex needs to be prepared to have a product that rivals genAI in ease and capability so that the issuer doesn’t lose spend to third-party travel platforms during users’ queries.

AI and agents will drive 21% of holiday orders globally, an estimated $263 billion in sales, per Salesforce’s holiday forecast. GenAI is both a disrupter and a gamechanger for retailers. To avoid being left behind, retailers need their own AI tools—either built in-house or with partners like Microsoft, Google, and OpenAI—to ensure they can deliver personalized, relevant recommendations and shopping experiences. At the same time, companies need to optimize every piece of content on their sites—from product listings to reviews to FAQs—for discoverability on AI search engines to avoid falling into oblivion.

The $106 trillion Great Wealth Transfer is creating new investors who bypass legacy advisors and favor digital tools and alternative assets. To stay competitive, banks must innovate—or risk ceding the future of wealth to nimbler fintechs and robo-advisors.

Citi and US Bank cardholders will get first access to Mastercard’s agentic payments technology, per Finextra. Consumers are skittish about the rise of genAI, but their hunger for hyperpersonalized offerings fueled by AI technology may slowly sway more people to the pro-genAI camp. A recent study of 1,000 college-educated US adults showed that 70% participants believed the benefits of AI outweighed the risks, per a KPMG study. Citi and US Bank can increase adoption of the tech—and make sure their cards are the payment methods attached to the new shopping medium—by linking increased rewards for consumer use to kick off new payment behavior.

Our third annual Path to Purchase survey looks at how consumers discover, research, and ultimately purchase new brands and products.