One quiet line in DoorDash’s latest Restaurant Trends report should make every marketer sit up: 22% of US diners have already used AI tools like ChatGPT or Gemini to choose a restaurant. AI has quietly become a discovery channel in its own right—sitting next to Google, Instagram, and food apps in the path to purchase. The problem: consumer behaviour is shifting faster than marketing practice. Diners are increasingly comfortable asking AI, “Where should I go tonight?” while most brands have...

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 a few times a...

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 products week after...