Tag: AI

The lesson: product demonstrations are a legitimate way to show off AI capabilities, but they must accurately depict what ordinary consumers will actually experience.

The market is about to flood with people who can do and starve for people who can direct.

The original promise of marketing was to create value by better understanding people. In the age of AI, this promise can become more precise, more personalized, more effective, and capable of generating shared and tangible value.

Search hasn’t disappeared. But the job of search marketing has fundamentally changed.

It is not enough to add AI to existing workflows and expect better outcomes.

The marketer’s job is to understand which signals still represent human intent, which signals reflect machine activity and which signals reveal how the brand is being interpreted in the market.

In the AI era, visibility is no longer just about ranking in search. It is about whether your brand is credible enough to be surfaced in the answer.

AI innovation doesn’t have to be a zero-sum game where capability comes at the expense of cost control.

Performance marketing will not be defined by fewer signals, but by smarter interpretation of influence, including the moments we cannot yet directly see.

The future of media activation is undeniably moving toward greater automation and agent-led execution.

I’m already seeing some of the least engaging advertising of my life out in the world because someone who doesn’t know better—or in some cases, should know better– thinks it looks “good enough”.

By Hugo Welkers, CEO, Refinery89 The classic list of blue links is an afterthought in Google’s new vision for search. In its most recent annual I/O conference, the tech giant made it clear that it is full steam ahead in creating a zero-click search environment. In addition to AI Mode becoming the default experience, users will soon be able to…

By Dharmesh Patel, Global Curation Strategy Lead at OnAudience As agentic AI systems take on more responsibility for campaign optimization and activation, advertisers are paying much closer attention to the quality of the data shaping those decisions. This shift arrives at a delicate time. Consumer behaviour is becoming harder to predict, particularly around seasonal peaks, major sporting events, and sudden…

The most interesting creative businesses right now aren’t the giant monoliths.

In the age of AI, human skills win.

Technology alone does not create value. Only a solid data foundation can turn AI from a costly experiment into a genuine growth engine.