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...

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 irrelevant.