Marketers’ use of generative AI quadruples in one year, ISBA finds
Grace GollaschNew research from ISBA reveals 58% of advertisers now have a generative AI policy in place.
The Week in Tech: Google gets off lightly and Amazon’s ads strategy
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Creative people will be at the heart of marketing’s AI revolution
Tom RoachTom Roach explores the implications of the GenAI revolution on creativity, and takes an optimistic view that this advertising revolution will be a more creative one than the last.
The Week in Tech: TikTok’s content moderation and Google takes on Duolingo
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
The Week in Tech: Apple holds firm on data privacy and VW’s subscription offer
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Adobe on AI, emotion and the ‘enormous pressure’ for content
Josh StephensonAdobe’s Simon Morris believes the “monumental” demands for content imposed on marketers can be addressed by effectively utilising AI tools.
61% of marketers not confident in AI’s ability to drive revenue, research says
Josh StephensonNew research from General Assembly shows many marketers doubt AI’s ability to impact the bottom line, but a lack of training could be at fault.
‘Brainstorm tool’: B2B firm Typeform on seeing AI as a ‘sidekick’
Emily ManockNew marketing boss Malinda Sandman believes AI is at its best when used to accelerate brainstorming, refine briefs and enhance creative work.
The Week in Tech: A bid for Google Chrome and Pinterest on agentic AI
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘No magic pixie dust’: How B2B marketers are approaching the rise of agentic AI
Emily ManockWith 40% of agentic AI projects expected to be cancelled by the end of 2027 due to high costs, unclear value or inadequate risk controls, what do B2B marketers need to consider?
‘Sweating the information harder’: How AI is making its mark on market research
Megan TatumFrom “pressure-testing” ideas to democratising insights, brands are balancing the benefits of using AI within market research with the need for human nuance.
The Week in Tech: Reddit’s bid to become a search player and Google jabs at Apple
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
KFC parent company: AI is driving ‘marketing revolution, not just evolution’
Niamh CarrollAI communications are driving “up to five times incrementality”, says Yum! Brands, which owns Pizza Hut, KFC and Taco Bell.
Meta outlines vision for ‘superintelligence’
Grace GollaschMeta CEO Mark Zuckerberg claims AI “superintelligence” – which surpasses human intelligence in “every way” – is within reach.
Booking.com bullish on AI’s role in travel search
Grace GollaschClaiming AI has not negatively affected search performance, Booking.com’s CFO sees strong potential to diversify traffic sources.
The Week in Tech: Tesla opens a restaurant and Substack looks to advertising for growth
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Should marketers be searching for ‘AI literate’ talent?
Ian BurrellAI: Beyond the Hype. Should marketing leaders ramp up training in new tech for their existing teams or look to recruit talent with AI ‘expertise’?
Unlock AI’s potential: How artificial intelligence can add value to brands
Coral PayneBrands cannot afford to ignore the emergence of generative AI. Consumers are driving its adoption, demanding their brand experiences to be faster, more intuitive, more personalised and more convenient. Such a rapidly evolving and potent technology can be a daunting prospect, but forward-thinking companies are already testing its capabilities and familiarising their marketers with its […]
‘No substitute for truth-led ideas’: What AI means for marketing creativity
Matthew ValentineAI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
Remove the ‘drudge work’: How is AI changing market research?
Ian BurrellAI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
‘It’s not a slam dunk’: How will AI impact segmentation and targeting?
Ian BurrellAI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
Why B2B marketers are approaching AI with a mixture of ‘excitement and caution’
Matthew ValentineAI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
Can marketers delegate decision making to AI?
Matthew ValentineAI: Beyond the Hype. Marketers look set to benefit from delegating certain aspects of decision making to AI, that is if they can negotiate the pitfalls.
P&G on using AI to deliver ‘best possible value’ from ad spend
Niamh CarrollThe FMCG giant claims it ads are being tested and optimised in days versus weeks – and at a tenth of the cost – thanks to AI.
How LNER used AI to segment its audience and deliver more ‘precise’ campaigns
Grace GollaschTo address its “frequency challenge” LNER built a machine learning model to define “high-propensity” customers to target with email campaigns, resulting in higher conversion and less waste.
Reckitt: Don’t use AI to increase efficiency at the expense of recruiting junior talent
Niamh CarrollReckitt’s global director of data-driven marketing and media says generative AI must be used to “replace tasks not jobs”.
‘Dual velocity’ approach: How Coca-Cola marketers are adopting generative AI
Niamh CarrollThe Coca-Cola Company is keen to “jump in” to better understand how it can use generative AI across the organisation, but will not just use the tool for “the sake of doing it”.
‘There’s always money for a good idea’: O2 on why its AI granny ‘reinforces’ its customer values
Josh StephensonO2 has created AI grandma Daisy to tackle scammers and boost awareness of the brand’s fraud prevention technology.
Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
‘It will democratise creativity’: One global B2B CMO on how AI is ‘transforming’ its marketing
Josh StephensonInfosys has been hard at work embedding AI into the marketing function – and is already seeing the benefits in efficiency, experience and effectiveness.