Hershey’s latest AI push is not just another corporate experiment with automation. It is a structural shift in how a large consumer brand measures, allocates, and improves marketing investment—moving from periodic, backwards-looking analysis to a more continuous decision-making system grounded in live signals across social, search, streaming, and sales. For years, marketing measurement in large CPG organisations has often been too slow to shape the moment. Models were updated

Coca-Cola’s most important product right now might not be a drink at all. It might be a metric. As the company’s global marketing leadership has started talking publicly about “weekly active drinkers,” Coca-Cola is quietly importing one of tech’s sharpest ideas into the world of FMCG. Instead of treating marketing success as a cocktail of awareness scores, GRPs and last-click ROAS, the company is asking a far simpler, tougher question: how many people are consuming our produc

Amazon's $15B beauty business proves AI search is the new storefront. Rufus users (300M in 2025) spend 80% more, signalling discovery has shifted to conversational AI queries. Brands not optimized for machine-readable content—ingredients, attributes, benefits—risk algorithmic invisibility before consideration begins. K-beauty's 340,736% search spike shows AI detects trends faster than traditional research. The imperative: optimise for AI comprehension or become beautifully ir

The integration of Google Earth into WPP Open marks a shift from digital-only signals to real-world intelligence in marketing. By incorporating geospatial data—such as mobility, weather, and location context—brands can move from reactive targeting to predictive demand sensing. This enables more dynamic audience strategies, real-time optimisation, and hyper-local execution. As access to such data becomes standardised, competitive advantage will shift from data ownership to orc