Optimizely introduces AI “Virtual Teammates” for marketing teams
Optimizely has introduced Virtual Teammates, AI-powered digital coworkers designed to take on defined marketing responsibilities and operate across marketing tools. The company announced the new offering at its Opticon event in London.
The Virtual Teammates retain relevant context from previous conversations, projects and decisions, and can be assigned recurring responsibilities triggered by schedules or events. Organisations can configure their responsibilities in plain language and control access through role-based permissions and human-review requirements.
The initial roster includes a Chief of Staff, SEO & AI Search Analyst, Marketing Analyst, Personalisation Strategist and CRO Manager. Optimizely said its research among more than 2,000 B2B marketing leaders found that 81% switch between two or more disconnected AI tools each week.
American Express partners with Sky Media on Formula 1 campaign
American Express has partnered with Sky Media on a social-first campaign around Sky Sports’ Formula 1 coverage, featuring former F1 Team Principal Guenther Steiner working at independent food business Chicken George during the 2026 British Grand Prix.
The campaign promotes Amex Business Cards to small-business owners, using the experience of operating a food business during a major sporting event as its central theme. Steiner’s role includes preparing food and serving customers while attempting to avoid recognition from Formula 1 fans.
Sky Media led development and production of the campaign. It launched on 27 August and runs for three weeks, with a hero film on Sky Sports’ YouTube channel supported by content across Instagram, TikTok and Facebook, alongside a 20-second film across Sky’s digital platforms. Media was brokered by UM London.
Marketing Signals reports rise in spending on “shadow AI”
Marketing Signals has reported a 108% year-on-year increase in spending on individually expensed AI software subscriptions, based on modelling produced for its Subscription Creep Report.
The company said AI tools including copywriting assistants, image generators and transcription services are increasingly being purchased on personal cards, putting them outside conventional software-budget monitoring. Its modelling estimates that forgotten AI subscriptions within UK marketing departments cost £63.7m a year, with a range of £34m to £112.1m.
The report also cites research suggesting that between 50% and 71% of employees use AI tools that have not been approved by their employers. Separately, it found that ChatGPT was the most expensive individual software purchase in its underlying data, ahead of traditional SaaS tools.
MACH Alliance finds £149 threshold for autonomous AI purchases
Research from the MACH Alliance suggests UK consumers remain reluctant to give AI agents full control over purchases, despite increasing use of AI during product research and discovery.
A survey of more than 1,000 UK consumers found that 67% now use AI during search and discovery, rising to 92% among Millennials and 89% among Gen Z. However, only 9% said they would be comfortable with AI completing a payment autonomously, falling to 4% for complex or high-consideration purchases.
The research puts the average transaction value consumers would allow an AI agent to make at £149.12. Millennials were comfortable with higher-value autonomous purchases, averaging £235, while Baby Boomers placed the average limit at £67. The findings come ahead of MACH X: Amsterdam, taking place on 29-30 September.
Regit partners with City AM on automotive advertising
Automotive platform Regit has partnered with City AM to offer automotive brands access to the publication’s audience through advertising, content and data.
As part of the partnership, Regit will produce City AM’s motoring content and integrate its digital garage tools, including car valuations and checks covering ULEZ, tax and MOT status. Advertising opportunities will include display, advertorial, print and email activity, with lead-generation options including test drives and brochure requests.
The partnership combines City AM’s reported monthly audience of 2.5 million with Regit’s audience of more than four million motorists. Regit said its data includes more than 300 points per user, covering factors such as vehicle make and model, fuel type, mileage and purchase intent.
YouTube closes in on live TV viewing levels in UK
Research from consumer insights platform Attest suggests YouTube has overtaken live television in daily viewing time in the US and is approaching the same point in the UK.
Its 2026 Attention Economy research, based on nationally representative surveys of 1,000 UK adults and 1,000 US adults alongside five years of tracking data, found that Americans spend an average of 1 hour 46 minutes a day watching YouTube, compared with 1 hour 31 minutes watching live TV. In the UK, YouTube accounts for 1 hour 16 minutes of daily viewing, compared with 1 hour 18 minutes for live TV.
Across both markets, YouTube, TikTok and other social-video platforms collectively attract more daily viewing than live TV and subscription streaming combined. The research also found that 23% of both UK and US respondents primarily watch YouTube on a television set. In the UK, 39% said they felt at least mildly “addicted” to YouTube, compared with 49% in the US.
