40% of US adults say most or some of the health information on TikTok is trustworthy—the highest rating among major platforms, according to July data from KFF.

A recent Pew Research Center study reveals a dramatic shift in online behavior: When users encounter AI-generated search overviews, they're almost half as likely to click through to websites and more likely to end their browsing sessions entirely. This fundamental change threatens the traditional internet business model where human traffic drives ad revenue.

The trend: Healthcare executives expect AI adoption to be the leading trend in the next two years and have high expectations for improvements in patient care, per a new survey from Sage Growth Partners. Sage surveyed 101 healthcare system and hospital C-suite executives during the second quarter about AI opportunities and investment plans. AI can help healthcare shift from reactive to proactive care by transforming the vast amount of data from health sensors into actionable insights. However, the key is to integrate this AI as a tool to support, not replace, a provider's judgment. AI predictive assessments and analytics add valuable information, but providers’ experience, critical thinking, and empathy are necessary not only for balanced diagnoses but also to maintain patients’ trust. A recent study in JAMA found that patients think physicians who use AI are less trustworthy, less competent, and less empathetic than those who didn’t. For now at least, AI use in healthcare is a significant perception hurdle requiring transparent disclosure and careful oversight.

The news: 53% of US consumers cited a lack of human empathy and understanding as a concern with using Gen AI-powered customer service tools, per a survey conducted by American Express. Our take: GenAI will be an engine for automizing easy wins, like personalized customer service experiences or customized rewards. However, the tool needs to be selectively deployed for best results. Consumers also still desire access to live representatives for human touches that genAI cannot generate. Issuers who can provide a blend of both in their customer service experiences stand to win the approval of all age brackets across their cardholding base.

The news: Paxos Trust Company—the firm behind PayPal's stablecoin, PYUSD—is reapplying for a national trust bank charter with the US Office of the Comptroller of the Currency (OCC), per Reuters. This is a renewed attempt after its initial application expired in 2023. Other cryptocurrency firms, like Circle and Ripple, have recently applied for similar licenses. Our take: This is a calculated move by Paxos that reflects an evolving crypto market. While its previous attempt at this license stalled, the current environment is dramatically different. Securing this charter would be a significant competitive advantage and give Paxos a higher level of trust and legitimacy. This is crucial for attracting institutional partners and mainstream companies that remain wary of the crypto space.

On today’s podcast episode, we discuss what “authentic storytelling” looks like in practice, surprising findings about the authenticity levels between print and digital, and what’s most important when it comes to a “brand’s handshake.” Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Briefings, Jeremy Goldman, and Vice President of Brand Marketing at Quad, Heidi Waldusky. Listen everywhere you find podcasts and watch on YouTube and Spotify.

B2B social media has evolved from an awareness tool into a central part of how brands build trust, influence buying decisions, and drive business growth. AI, video, and influencer marketing are reshaping strategies and raising expectations for measurable impact.

The news: Consumers who are more familiar with AI are also more likely to mistrust an AI-assisted diagnosis from their doctor, per a recently published Journal of Medical Internet Research survey. Our take: Physicians and healthcare marketers can’t assume people who are familiar with AI will be more comfortable with AI uses in healthcare. Marketers need to talk about AI as a tool with many positive effects like freeing doctors for longer personal interactions and resulting in fewer mistakes.

The news: A superior digital interface directly correlates with customer care, boosting recommendations and loyalty. Personalized digital engagement, where banks anticipate Gen Z's needs and provide relevant recommendations, also builds trust. Our take: To combat Gen Z's distrust, banks must prioritize brand authenticity and enhance the digital experience. Banks should invest in seamless onboarding, intuitive mobile apps, and relevant personalized recommendations. Failure to do so means digital competitors will continue to capture this emerging generation of wealth builders by operationalizing care through design and data-driven personalization.

Believe it or not, the year is already halfway over. For advertisers, it's been a whirlwind with economic upheaval, massive AI adoption, Google upending search, and working hard to understand Gen Z. Oh, and remember when TikTok went dark for a weekend?

As Google's search changes continue and consumers increasingly turn to alternative platforms, the SEO playbook defined by link building and keyword optimization is losing relevance.

In this report, CMOs share how they’re transforming influencer strategies to deliver business impact—and what solution providers can do to help.

This generation cares deeply about a brand’s values, and its history with these values.

Marketers are rediscovering OOH’s power for brand-building: In a post-click world, visibility and trust matter more than ever.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

They’re already skeptical of big financial players and would rather keep their data under lock and key.

Customers feel that banks support them and their communities.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.