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.

Artificial intelligence (AI) is reshaping marketing, from how content is created to how advertisers evaluate transparency and trust on digital platforms. Marketers can harness AI to streamline operations, enabling more campaigns more quickly by analyzing large data sets—but do so thoughtfully—avoid using AI for entire ad creation, as consumers still respond negatively to this. Brands must operate with an eye toward maintaining trust and authenticity.

Duolingo launched Duolingo Ads at Advertising Week New York 2025. The language-learning app is part of a flurry of new entrants in the digital advertising market in recent months, requiring brands to broaden their approach even amid macroeconomic uncertainty to make the most of new opportunities.

A new Billion Dollar Boy study shows marketers are spending more on AI-generated creator content—even as audiences grow wary. Seventy-nine percent of marketers increased AI investment this year, and 77% plan to shift more budget to AI-driven creator campaigns. Yet audience enthusiasm for AI content has plunged from 60% in 2023 to 26% in 2025, reflecting frustration with formulaic, unlabeled “AI slop.” As the creator economy enters its “post-AI” phase, the challenge isn’t whether to use AI—it’s how to use it without losing authenticity.

Performance channels are gaining traction among B2B marketers, with 84% now shifting from traditional, impression-focused approaches, per a Madison Logic survey. Brands should keep investing in performance marketing for its resilience amid economic headwinds. The added flexibility will let them adapt based on rapidly shifting economic signals and consumer behavior changes.

TikTok announced several upgrades to its AI-powered portfolio at Advertising Week New York on Wednesday. Marketers can use the new tools to increase creative control and drive results with key audiences—but keep in mind that the app’s future in its key market could change ad effectiveness, regardless of what tools the platform offers.

At Advertising Week New York 2025, Paramount announced Streaming Fixed Units, an update to its ad offerings for Paramount+ that gives brands premium, fixed ad placements for the debut week of episodes for Paramount series. Brands can leverage Paramount’s newest offering to take advantage of cultural moments, increasing the chances that streaming ads will connect at the right time—but should consider that other platforms with bigger audiences could also tap into this shift more effectively.

Fandom is driving brand growth, according to an Advertising Week New York 2025 panel presented by Spotify emphasizing the audio platform’s role in reaching engaged fans dedicated to their favorite artists. Brands must tap into fandoms that align naturally with brand offerings, key audiences, and ad strategies.

Paramount is betting on creator credibility to rebuild trust in mainstream news. The company’s $150 million acquisition of The Free Press brings its founder, Bari Weiss, to CBS News as editor-in-chief—an unprecedented crossover between creator-led media and legacy broadcasting. Weiss’s Substack-born outlet, with 1.5 million subscribers, will remain independent while lending its audience trust to Paramount’s broader news portfolio. The move reflects a growing convergence between individual-led journalism and traditional networks struggling to regain public confidence. Success will hinge on whether CBS and The Free Press can balance editorial independence with corporate oversight while preserving the authenticity audiences value most.

TikTok is increasing subscription revenue shares for US and Canadian creators, now offering these creators as much as 90% of subscription earnings, per a company announcement. Advertisers should maintain strong partnerships with TikTok creators for their ability to connect with large, engaged audiences, but continue exploring other short-form opportunities in the event that the US-exclusive TikTok app causes an audience exodus or has other unforeseen problems.

The news: The Interactive Advertising Bureau (IAB) lowered its 2025 US ad spending forecast from 7.3% growth to 5.7%, citing “macroeconomic pressures” and tariffs. What brands can do next: The most effective marketing strategies will vary dramatically across industries. Low-cost, high-ROI channels can squeeze the most out of limited budgets, but marketers shouldn’t underestimate the value of branding and loyalty.

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.

Instagram is experimenting with its user interface in India, testing a feature where users open the app directly to a Reels feed instead of the traditional photo-first interface, the company confirmed. The brands that stay competitive in the crowded social media landscape will be those who take advantage of short-form’s potential and build ad strategies tailored to the format.

Trust in news media is at a record low in the US, with just 28% of Americans across age groups and party affiliations showing a “great deal” or “fair amount” of trust in television, radio, and newspapers to report news fully, fairly, and accurately, per Gallup. Creating content that aligns with core audience values will be critical to sustain advertising success as consumer trust in media declines.

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.

YouTube TV is in a dicey position after it lost access to Univision networks and reached a temporary extension with NBCUniversal as a total blackout looms. Brands should prepare for fragmentation and adapt accordingly. Looking to CTV and OTT platforms with more stable sports offerings—like Prime Video and its 11-year deal with the NBA and WNBA—will provide a cushion amid uncertainty.

The news: The latest actress generating buzz across Hollywood isn’t real. “Tilly Norwood,” an AI-generated persona created by Particle6, drew sharp critiques from Hollywood personalities and unions. Our take: Consumers still report a deep distrust of AI influencers. For now, partnering with corporeal influencers is the safer path for most brands.

Amazon is expanding its Prime Video live sports push through major deals with the National Basketball Association (NBA). For advertisers, the betting landscape, combined with mounting options to advertise in live sports, offers opportunities to connect with highly engaged and passionate audiences as platforms expand.

Spotify announced updates to its advertising offerings on Wednesday, expanding access to its inventory and enhancing its addressability capabilities for programmatic buyers through several new partnerships via Spotify Ad Exchange (SAX). Spotify’s new features are showing the company’s dedication to improvement, warranting experimentation for brands who are hesitant to leverage evolving resources.

Free ad-supported streaming TV (FAST) is becoming an increasingly important part of the connected TV (CTV) landscape as audience interest skyrockets, per a new Wurl study. Brands can view FAST as a core part of the CTV media mix, leveraging early-adopter advantages while continuing to invest in paid subscription services like Netflix that have lower churn rates.