What Expedia gets right about creator-led marketing
B2B marketers are hearing a lot about “meeting the audience where they are” and leaning into the possibility of creator-led marketing tactics. Creator led-marketing, traditionally a B2C staple, is gaining traction in B2B as brands look to build trust and reach audiences in an era of growing skepticism, especially with the rise of AI. Instead of relying solely…
Read MoreWhat Aerie’s anti-AI campaign reveals about where marketing is headed
In a world of increasing inability to discern what’s real and what’s not, sometimes the most powerful thing we can be as marketers is more human. That’s exactly what Aerie is leaning into. But what does that actually mean? The brand’s latest “100% Aerie Real” campaign, featuring Pamela Anderson, reflects a growing shift in how people are reacting to content—especially as AI-generated visuals and…
Read More“Bet on Kendall” shows a smarter starting point for marketing
One of the biggest challenges in B2B marketing right now is relevance. With the rise of AI, teams are creating more content than ever, but much of it struggles to connect because it’s built from internal assumptions instead of real audience signals. Playbooks that most marketers are used to—brainstorm, create, distribute—is starting to break down. Not because…
Read MoreWhat’s next in content marketing? Marketers have thoughts.
Content marketing isn’t dead—but it’s definitely not working the way it used to. A lot of what used to work, like keyword driven blogs, high-volume publishing, and SEO-first strategies, now feels saturated. Not because the tactics disappeared, but because everyone is doing them. In a recent Reddit thread, one marketer asks a simple question: keyword-driven blogs aren’t working anymore… so…
Read MoreThe rise of the “marketing engineer” and what it might be costing us
Marketing is getting more technical and not everyone is convinced that’s a good thing. A recent Reddit post captured that tension perfectly. The author wasn’t rejecting systems, data, or automation. In fact, they were clear: systems are good. Process is good. Measurement is good. But something about the direction marketing is heading isn’t sitting right. “Marketing is slowly turning into engineering…and I’m not sure how…
Read MoreWhy does every B2B brand video feel the same?
You’re probably feeling it too, so many B2B brand videos are feeling super interchangeable right now. It’s not that teams don’t have stories to tell. It’s not a budget issue and it’s not even because every company is doing the same thing. A recent Reddit post from a creative director summed it up perfectly: after reviewing dozens of B2B brand videos, everything started to blur together. The…
Read MoreAdobe and OpenAI team up to bring conversational AI to performance marketing
Adobe has announced an integration between Adobe GenStudio and ChatGPT, giving marketers a way to create, manage, and activate ad campaigns through AI workflows. The move is designed to simplify how brands build campaign creatives and get them live across digital channels faster than traditional production styles allow. What the integration actually does. With the new integration, marketers can…
Read MoreMeta opens its AI business assistant to all advertisers globally
Meta has opened its AI business assistant to all advertisers and agencies worldwide, making the tool available across the Meta Business Suite, Ads Manager, and Business Support Home. The assistant uses AI to surface campaign recommendations, troubleshoot common issues, and help businesses improve performance without requiring manual intervention at every step. This update signals how…
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