“Modern marketers have two jobs,” says Elizabeth Maxson. “The first is ensuring AI systems can confidently understand and recommend your brand. The second is building the emotional resonance, credibility, and trust that make consumers feel confident choosing it.”
“Brands that haven’t built meaningful partnerships will find themselves increasingly invisible to AI-driven discovery,” says Anthony Clements, UK and DACH Country Manager, impact.com. “Their products may be perfectly good, but they have no external credibility markers…”
Just as brands have spent years investing in visual identity and tone of voice, conversational AI is creating another way for organisations to express who they are, according to Angus Marshall at Imagination…
“It will be interesting to see how LLMs decide which creator content deserves to be surfaced,” says Tim Mitchell, CEO of CreatorOS. “Choosing the right creators will become increasingly important.” …
At the 22nd minute of each half in every 2026 World Cup match, the referee blew the whistle for a scheduled hydration break. For advertisers, this meant a live audience, globally engaged, phones already in hand, and two minutes of premium inventory that hadn’t existed four years earlier, says Jason Hicks of Kochava for Advertisers. The question is: can anyone connect that moment to what a viewer did next?
Whether it’s a viral TikTok review, a celebrity endorsement or an unexpected product mention on a popular podcast, a single moment can catapult a brand into the spotlight overnight. Being ready to make the most of the opportunity is not easy, according to Laura Hooper and Natalie Garland of The PHA Group…
The convergence of AdTech and MarTech is no longer a prediction; it’s already happening, says Jon Mead, Co-Founder & CEO, PartnerBridge…
AI is reshaping digital advertising, and it’s publishers that understand their audiences – not just attract them – that will thrive, argues Alex Springer, Director at OpenAttribution.org…
According to the latest figures, just 22% of podcasts make it beyond seven episodes, and for businesses, specific hurdles can prevent them from progressing, according to James Burtt, CIM Course Director and award-winning Host of the ‘Building the Brand Podcast’…
HMRC is currently examining whether goods, services and experiences provided to influencers should be treated as taxable supplies for VAT purposes, even when it comes to ‘gifting’. Karen Robb, Partner, Transaction & Specialist Tax, Grant Thornton, explains the risks…