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

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

AI has levelled the playing field in advertising—tools are no longer the differentiator. The real edge now lies in data quality. The brands that win will be the ones feeding AI with accurate, privacy-first, and continuously refreshed data—not just automating faster, but making smarter decisions.

Heineken's AI revolution encompasses a range of initiatives, from supply chain optimisation to an intelligence advisor and a marketing investment planning tool.

In an era where consumer touchpoints are proliferating and the demand for personali s ed, high-quality content is relentless, global...

B2B digital marketing is currently experiencing a significant transformation, driven by a confluence of rapid technological advancements, evolving buyer expectations, and an increasing emphasis on authenticity and data-driven insights. This evolution is not merely a trend but a fundamental shift in how businesses approach their marketing strategies to remain competitive in a fast-paced digital landscape.

In today’s interconnected digital landscape, evolving your retail media strategy into commerce media is crucial for building a full-funnel approach and maximizing reach. Commerce media empowers brands to engage consumers across multiple touchpoints while continuing to leverage valuable retail data points.

AI has revolutionized marketing by enabling efficiency through automation, data-driven insights, and personalization at scale. However,...

This is an extract from Mr. Tejas Apte of Unilever keynote presentation at ad:tech India In the rapidly evolving landscape of...

P&G India is leading a data-driven revolution, with its AI model, ChatPG. This tool helps with consumer understanding to serve better.

Performance marketing evolves with AI, full-funnel strategies, and metrics beyond clicks.

Modern consumers expect advertising to offer personalised meaningful interactions that align with individual's preferences upholding privacy

Netflix’s advertising business has emerged as a cornerstone of its strategy, driving both subscriber growth and revenue milestones. The...

In the ever-evolving landscape of digital marketing, the role of customer service has become a crucial aspect of business success. With...

In the world of advertising, the utilisation of Artificial Intelligence (AI) has revolutionised advertising strategies, enabling...

In the current digital era, where data plays a pivotal role, businesses excel by effectively utilizing customer information. However, due...

AI transforms business & marketing by deep insights, personalisation, & operational efficiency. Essential for thriving in digital marketing.

AI is revolutionising businesses by help customer understanding, personalisation, reshaping content creation, and data driven marketing

The powerful illustration of the strategic vision of Netflix, on how ongoing self-disruption, and a robust culture can propel business.