Digital Trends: 03.01.26

From Templates to Prompts

Speaking of practical uses, I wanted to share a recent experiment. A few years ago, I put together The Kickframe Toolbox, a collection of marketing planning templates with guidance on choosing and using them. It’s still live, and you can download everything in editable formats.

I was wondering if these frameworks could also work as prompts. A prompt could walk you through the same steps as a template, asking questions, clarifying your thinking, and producing a completed draft. I built one and it worked pretty well. Then I took it further and created a meta-prompt (a prompt that generates other prompts) and applied it across a handful of other frameworks.

What impressed me here was that I could use Claude Code to automate the whole process. I gave it the meta-prompt with instructions, along with the Toolbox frameworks, and it produced a full set of prompt files. From there I had Claude Code build a simple web page with all of the prompts accessible. The whole thing took a few hours, not counting the automation, which ran on its own.

Don’t go firing your strategic planners! These prompts are pretty clunky, and there’s no substitute for strong, clear thinking. But it did make me think that tools like these could be helpful for capturing and organizing early thoughts into a first draft.

The AI Adoption Gap

A recent study by Section uncovered a major challenge in organizational AI adoption: executives tend to think their AI rollouts are going well, but employees do not. Most workers currently use AI for only basic tasks, if they use it at all.

This disconnect shows up clearly in marketing teams, where 89% of marketers feel pressure from leadership to adopt AI, yet 37% say they lack a clear AI strategy to follow. Meanwhile, agencies are cutting staff partly due to expected AI efficiencies, and companies like Accenture are tying promotions to regular AI use. Leaders need to get real about AI planning, change management, and team training.

AI + Marketing Reports

A bunch of new reports have come out on AI in marketing. Here are links to a few, along with what I found to be the most interesting takeaway from each.

  • State of Marketing 2026 (Hubspot): Nearly half of marketers (49%) agree that web traffic from search has decreased because of AI answers. But 58% note that AI referral traffic has much higher intent than traditional search.

  • Market Research Trends 2026 (Rival): Only 27% of research professionals are excited about the use of AI to create synthetic respondents.

  • Generative AI & The Marketer (Typeform): 50% of marketers say they’ve published AI-generated work without disclosing and would do so again.

  • State of Marketing (Salesforce): Marketer’s top priority: implementing or operationalizing AI. Marketer’s top challenge: implementing or operationalizing AI.

Cool Beans

  • LoveFrom,: Jony Ive’s design firm is reportedly working on a smart speaker with OpenAI and recently designed the interior of a Ferrari (no CD player FYI).

  • Eternal Playlist Urn: Speaking of music, if you were hoping to buy an urn for a loved one that holds their ashes and plays their favourite tunes, sorry, they’re sold out.

Digital Trends: 02.15.26

Two years ago, I came across research on how people were actually using AI at work. One finding stuck with me: the people getting the most value from AI pause at the start of each task and ask, “How could AI help here?” I’ve been trying to build that habit into my own strategic planning work, and I’ve learned a few practical tips. I’m also curious what others other learning.

So, I’m hosting a new 1-hour virtual meet-up: AI + Strategic Planning for Marketers on March 10th. I’ll share a few use cases, lessons, and prompts - and leave some time for others to share what’s working for them.

If you’d like to join, sign up here. It’s free, and even better if you come with a tip to share.

AI + Work

AI taking our jobs is a popular narrative, but is it true? I’m sure that a site like RentAHuman.ai – where people can sell their labour to AI agents – reinforces this belief. But the data is messier. A new study shows that in fields where there is higher AI exposure, like financial services and software, headcount is actually increasing as are wages. Perhaps some of these companies seeing the value from AI and are looking at new hires as amplifiers?

And how are people feeling about AI use? Again, it’s messy. A new report suggests that AI doesn’t reduce work, “it intensifies it”. AI-empowered employees are moving faster, covering a wider range of tasks, and extending work into more hours of the day. Another study describes a “belief anxiety” paradox: people can see AI’s business value in work while still feeling insecure about what it means for their own role. Is AI really working for employees if it makes them feel less in control of their own jobs?

AI + Search

Another popular topic, at least with marketers, is how AI is impacting the customer journey. Airbnb made headlines last week by saying that traffic from AI chatbots converts better than Google. So as more people are using AI chatbots for research, marketers are scrambling to product AI-optimized content and investing in services to track their visibility in AI results.

However, SparkToro released an interesting study showing that brand and product recommendations from AI chatbots are highly inconsistent. When asking for recommendations, it reports there is less than a 1 in 100 chance of getting the same list twice in ChatGPT or Google AI, and roughly 1 in 1,000 odds of getting the same list in the same order.

Useful Stuff

  • How to Write a Coaching/Learning Prompt (Seth Godin): Helpful framework, with examples, for prompting an AI chatbot to act like a thoughtful coach and help you learn and work through important life decisions.

  • Guide Building Brands (Something Different): Synthesizes research on how brands and businesses grow. Useful reference and a guide for exploring the underlying evidence in more depth.

  • AI Taxonomy (Narain Jashanmal): AI means different things to different people, so someone put together a helpful guide to help you talk about AI subjects more specifically and clearly.

Fresh Research

  • State of AI (Deloitte): A new report on AI adoption reinforces that scaling AI is mainly a change management challenge, with 84% of companies saying they have not redesigned jobs or workflows around AI capabilities.

  • AI Predictions (Advertising Week): Quick round-up of how AI is showing up for marketers, and how it’s affecting both creative and media. Notable point on AI reshaping the client agency relationship – aligns with how agency Monks is moving from billable hours to a subscription model (I’m old enough to remember when they were called ‘retainers’).

  • B2B CX in an AI World (Adobe): A good read for B2B marketers. It highlights a key challenge with using GenAI for content creation: you can produce assets faster, with a 22% drop in cost per asset, but oversight costs for quality checks have risen by 40%.

Cool Beans

  • 2X2 Gallery (Alex Morris): The only thing I love more than a Venn Diagram is a good, old-fashioned 2X2. Here’s a bunch of them.

  • Posts from the Dead: In what feels like a ghost-movie plot, Meta has a patent for training an AI model on a deceased user’s post, keeping post-mortem accounts active by uploading new content in their voice after they die.

  • Xikipedia: Instead of doomscrolling videos, why not try scrolling a feed of posts from Wikipedia tailored to your interests.

  • Vertical Pizza Box: I’m 100% sure that the people in this reaction video work for the agency that pitched this marketing stunt idea, but who cares.

Digital Trends: 02.01.26

Thanks to everyone who joined our AI + Marketing Show & Tell live session. We had a bunch of folks show up and share practical examples of how they are using AI in their own roles, workflows, and teams. Ideas ranged from turning Google Notebook into a behavioural scientist, to building personas for sales prospects, to using AI to help navigate internal politics. I learned a lot.

During the session, I also shared a few observations from my experience training and working with marketing teams on AI. Some tips I’ve found helpful for breaking down barriers, so people can start adopting AI more intentionally and with greater success:

I’ll be hosting a few more of these training and sharing sessions over the coming months, so keep an eye on the newsletter or reach out and I’ll make sure you’re included.

Smarter Personal AI Adoption

During the AI + Marketing Share & Tell, the people that seemed to be getting the most value from AI often did a few things consistently. They personify it so it has a clear role in the work (my skeptical assistant, my editor, my researcher). They also build small prompting habits that improve outputs (e.g., “before you start, ask me three questions that will help you complete this.”). Here are a few other tips from that came across my feeds this week:

Kamil Blanc: Shares a “Human API” concept. Use a reusable block of context about you, your role, your audience, and your preferences so the chatbot has better direction for most professional requests.

Jack Clark: Using agents to “multiply yourself.” He shares examples of multi-agent workflows that can scan papers and summarize with minimal supervision, like a set of autonomous colleagues.

Ethan Mollick: Be intentional about what you delegate to AI. Before you hand something off, do a quick trade-off check. How long would it take you to do it yourself? How long will it take AI plus your time to guide it, review it, and fix it?


AI Reshaping Advertising

Over the next year, it’ll be interesting to watch how AI reshapes paid media. Shoppers are already using AI chatbots alongside traditional search, and brands are starting to think about GEO alongside SEO for organic visibility. The open question is what “paid” becomes inside these AI experiences.

BCG frames the landscape in three buckets: Search embedded AI, Assistant native AI, and Retail and commerce AI. We’re also getting more hints about how ads could work in ChatGPT. The pitch is that ads won’t influence organic answers, but organic answers may influence which ads are eligible. That’s pretty fuzzy, and it risks blurring the line between an “answer” and an “ad,” which Seth Godin flags as a serious trust problem.

On the creative side, the Super Bowl will be a useful test. Some brands are openly sharing how they’re using AI in production. Others are emphasizing that their ads are “human-made” by showing the behind the scenes process. For now, that’s likely a hedge against data showing consumers (and creative professionals) often dislike creative that feels obviously AI generated. My bet is this “AI shaming” phase won’t last long, and budgets will move quickly once these AI media platforms scale. But I’m skeptical we’ll see meaningful commerce happen directly inside AI chatbots anytime soon (despite OpenAI relationship with Shopify) assistants anytime soon as ads, answers, and inventory start to blend.

Fresh Research & Reports

  • Journalism, Media & Technology Trends (Reuters): Publishers are leaning into video and original reporting as social referrals keep dropping: down 43% from Facebook and 46% from X over three years. More decline is expected as AI chatbots take over discovery. Google AI Overviews show up at the top of about 10% of US searches.

  • AI & CEO Leadership (BCG): CEOs fall into Followers, Pragmatists, and Trailblazers. Trailblazers are the most AI-forward, with most spending 8+ hours a week building AI expertise, and they’re more confident and excited than peers.

  • State of AI in the Enterprise (Deloitte): Many companies are stuck in the “proof of concept trap,” prioritizing safe pilots over scaling. A key issue is change management: 84% haven’t redesigned jobs around AI capabilities.

  • The State of AI in Marketing 2026 (Jasper): The biggest blocker to scaling AI in marketing is legal, compliance, and brand review. 27% cite legal/compliance as the top reason they’re not scaling AI, over 3x higher than 2025. What’s the point of producing more content quicker if approvals can’t keep up?

Cool Beans

  • Apple AI Pin? Rumour has it that Apple is working on an AI pin with dual cameras, microphones, and a speaker. OpenAI is also rumoured to be launching AI-powered earbuds later this year.

  • Weird Tech Patents: Love this index of images pulled from real tech patents. Looks like someone beat me to launching my Inflatable Dog Immobilizer App idea.

  • Just Scream: Speaking of being late to the party, this site looks like it is from 2021: a place where people upload audio of themselves screaming. You can browse and listen to 27,000 plus entries, with categories ranging from Hope to Circle of Life.

BTW, it’s always nice when someone likes or subscribe to my newsletter. I just received this notification – you are in good company.

Digital Trends: 01.18.26

AI Advertising

AI is changing how people research and discover products. New research shows that 41% of consumers use AI assistants to research products, 33% to look for reviews, and 31% to search for deals.

Until now, the playbook for marketers has been focused on organic visibility - make sure your content is easy for chatbots to cite, and build for AI powered searches that are more open-ended and task-based than traditional web search. That’s starting to shift, as platforms are rolling out paid media inside these AI-powered experiences.

Walmart is already baking ads into its shopping agent, letting advertisers pay to have products recommended by their bot. Amazon is testing sponsored prompts that appear within relevant searches, nudging shoppers toward a brand or deeper brand information. Google is introducing offers in AI Mode, like exclusive discounts, and a Business Agent that lets shoppers chat with a retailer directly from search results. And OpenAI is the one everyone is watching: it is expected to introduce advertising too, likely as sponsored placements in a sidebar - which feels very Google-like.

I’m sure brands will want in. The bigger question is how it will be received by consumers. I don’t expect much backlash for Google or Amazon – but ChatGPT? If ads appear for paid users, I’m very skeptical.

Fresh Research & Ideas

The AI Gap Widens (IAB): The study shows advertisers are far more positive about AI-generated ads than the younger consumers who see them. How long until AI feels normal enough that people stop trying to spot it (or shame marketers for using it)?

Winning Consumer Attention (McKinsey): Great insight here for media planners: it’s not just about how much time people are spending with media, but the quality of attention. Research shows that high-focus, high-intent experiences like live sports and concerts drive more value than other media.

Copilot Usage Report (Microsoft): Most interesting finding for me was how much mobile and desktop use varies: desktop is more work related, while mobile is used for advice and support - especially (and consistently) around health topics.

Use AI to Ask Better Questions (Neil Perkin): Some smart tips for using AI as a thought partner to reframe problems. For example, asking AI chat how an expert from a completely different field might tackle a problem from your domain.

Speaking about prompts, one tool that I’ve been monkeying around with to improve my more comprehensive prompts is Open AI Platform. I can start with a basic prompt and have it rewritten and optimized (payment required). Worth a try if only to understand how to better structure your prompts.

Cool Beans

ChatHub: Ever wondered how different chatbots respond to the same prompt? Choose four, run the same prompt, and compare their responses side by side in a single browser window.

FitDrop: Super fun interactive site made by Iain Tait where you can explore fashion from 1980 to 2025. All images are created by Nano Banana. Turns out I’ve progressed very little beyond 1992.

CreepyLink: A URL shortener that makes your links look as suspicious as possible. Click on this link, if you dare…https://verify.ic6do.com/Af1Iro_urgent_security_alert.php

AI Baby Panda Robot: Yes, you read that right. Read more about this aberration and other bizarre tech products from this year’s CES.

Digital Trends: 01.08.26

Happy 2026! I hope you had a fantastic break and that your year is off to a great start.

This year, I’ll be focusing even more on the practical application of AI in marketing—both in my work with teams, and in what I share through this newsletter. In my training sessions, I’ve found that people are tired of the AI hype and are much more interested in the tangible ways AI can help in their day-to-day work. Some of the best moments in training sessions come when people share their own discoveries—simple hacks, prompts, or clever ways they’ve made AI part of their workflows.

To build on that, I’m hosting an AI + Marketing Show & Tell on January 22 at 12:00pm EST. It’ll be part training session, part roundtable. I’ll share a few lessons from the past year, and if enough people join and volunteer, we’ll do a quick round of sharing practical AI uses—big or small—that make marketing work even 1% easier or more enjoyable.

If you’re interested in joining, sign up here and I’ll send you the details.

AI Use in Marketing

Research on marketers’ use of AI continues to show consistent findings: everyone recognizes its importance, but the majority remain in a quasi-experimentation phase. More recent research reveals some useful nuance around adoption patterns and tips for success. Key trends and lessons emerging about how marketing departments are using AGI include:

  • AI is considered less likely to disrupt marketing workflows that require human judgment (briefing and ideation) compared with workflows that are more production or automation focused (personalization and adaptation).

  • 86% of CMOs believe that creative agencies are not yet using AI at scale, and 60% of those CMOs believe agencies need to provide staff with AI training and upskilling.

  • CMOs reporting more positive AI impact tend to create 9 - 12 month roadmaps that address tools, governance, talent, measurement, and training. Among these CMOs, 75% are investing in GenAI upskilling across all levels.

  • Senior marketing and CX executives see the biggest areas of AI impact over the past year as increased productivity and greater content and idea output. Additionally, 47% report revenue growth as a result of marketing more effectively.

  • Marketing teams underestimate the time and costs associated with incorporating AI into their work. While developing assets more quickly is a benefit, that does nothing for the time required for reviewing assets and approvals from clients: “The real cost isn’t generating assets, it’s generating your assets…a single prompt can give you 200 like, pretty good options. But someone has to sift through and judge and refine. That decision work used to be invisible; now it is the job.”

  • Beyond using AI for efficiency in producing assets, marketers and creative agencies are also applying generative AI to develop creative concepts that would otherwise be too costly to produce at an acceptable standard—for example, Jeep’s recent campaign featuring AI-generated wild animals speaking in the ad.

  • Looking at the role AI plays in the customer journey, surprisingly (to me), younger consumers are fairly positive (48%) toward agentic AI—specifically, a brand using a virtual shopping assistant that browses sales and adds items to their cart based on styles and past purchases.

  • Shopping-related GenAI use grew by 35% between February 2025 and November 2025. It is used for a wide range of purchases, but activity focuses on higher-consideration decisions, including travel planning and detailed technical comparisons such as laptops.

Fresh Research & Decks

  • AI X Commerce in 2025 (Juozas Kaziukėnas): A super-useful and up-to-date primer on the impact of AI on commerce. Great perspective on how the customer journey and retail media is changing.

  • Digital Twins as Funhouse Mirrors: An academic study finds that much vaunted AI-generated digital twins used for research are not reliable substitutes for real human responses. Edward Cotton shares a useful marketer’s perspective on LinkedIn, with a lively debate in the comments (many coming from companies selling AI-generated digital twins).
    Teens, Social Media, and AI Chatbots in 2025 (Pew): Nearly two-thirds of U.S. teens use AI chatbots like ChatGPT, with about one-third using them daily. About one in five teens say they are online “almost constantly.” 3 of those teens live in my house.

  • Year in Search 2025 (Google Search): Always a fun time capsule of the top searches by country. In Canada, where the Blue Jays had an amazing World Series run (I still don’t want to talk about Game 7), trending searches included: What time is the Jays game today? How many innings in baseball? And (a question asked repeatedly in my house): Why do baseball players spit?

Cool Beans

  • Promptist: If you’re looking to level-up your prompting, this tool is worth trying. It shows how a rough prompt can be expanded and improved with more detail and structure. It can also give you ideas for breaking tasks into more focused, smaller prompts.

  • Lego Smart Bricks: Lego announced new tech-enabled bricks that create sounds, lights, and other effects, blending digital and physical play. Some play experts are freaking out.

  • AI Desktop Companion: Interested in having a holographic AI companion in a jar that chats with you all day, every day? Reserve yours here.

Digital Trends: 12.15.25

One of the last things on my to-do-list before signing off for a rum and eggnog is to press send on this newsletter. As my festive gift to you, I’ve sifted through the mountain of trend decks that have flooded my inbox and feeds over the past few weeks to bring you my annual 12 Trend Decks of Christmas.

This marks the third edition of this holiday gift. In past years, Santa made an appearance reading my newsletter.

In 2023 using DALL-E:

In 2024 using Sora:

And this year, using Veo-3 / Google - a quick reminder of how fast GenAI is evolving.

Thank you to everyone who has read, shared, or reached out this year. I truly appreciate your support and wish you a wonderful holiday.

Now, onto the decks…

1. Let Them Eat Lore (OK COOL):

A creative, fun report that goes deep on trends impacting social media and Internet culture. Lots of current examples and tips for brands. Great for marketers and creators looking to increase reach and engagement in social media and community spaces. Highlight: The growing influence of comments in social media – “the culture is in the comments, and the hot take is currency.”

2. 1,000 Tiny Pieces (Hopeful Monsters):

Explores how culture has fragmented through changes in our media ecosystem, and how brands must rethink how to engage through participation in fandoms and distributing new types of content. Great for marketers and media planners rethinking how to be more culturally relevant in their categories. Highlight: Brands must earn permission to be present within micro-communities (bottom-right).

3. 2026 Global Consumer Predictions (Mintel):

Explores three global consumer trends shaping marketing today: resistance to algorithmic influence, a redefinition of youth, and a retreat into self-contained personal bubbles. Great input for big picture brand planning, with lots of nuggets from across the globe. Highlight: 74% of Canadian consumers agree that deepfake AI videos and pictures make it hard to tell what is real.

4. Trending 2026 (Foresight Factory):

Explores trends revolving around the concept of Cognitive Crossroads – how consumers are navigating the tension between what it means to be human and the growing use of technology. Great for those interested in exploring the impact of bigger picture societal trends and consumer behaviour. Highlight: Most people (US / GB) agree that our use of AI will have a future intellectual cost.

5. 2026 Trend Report (Trendhunter):

Explores emerging trends across consumer categories, spotlighting AI’s growing impact and showcasing standout products, services, and campaigns. Great for sparking ideas or fueling an innovation-focused brainstorm. Highlight: Too many to pick just one - skim through and you’ll leave with a new start-up idea.

6. Connecting the Dots (GWI):

Explores 5 trends that will impact marketers in 2026 based on GWI research spanning AI, Gen Alpha, and the World Cup. Great for marketers scanning for signals for their 2026 plans and want to avoid blind spots. Highlight: Social media isn’t really social anymore…

7. Generative Realities (Dentsu):

Explores 5 trends that marketers and agencies can consider to inform creative work for 2026, focusing on connections between culture, technology, and vibes. Great for marketers and creative teams looking for some fresh consumer and cultural insights. Highlight: ‘Analog Futures’ – younger generations embracing more simplistic (and hedonistic) activities and times as a resistance to algorithmic sameness.

8. CX Trends Report (Acxiom):

A survey that explores the impact of AI in the lives of consumers, and the implications to designing modern, effective customer experiences. Great for marketing and UX leaders in high-touch industries like banking, healthcare, telecom, and travel. Highlight: People are far more open to AI offering proactive support or alerting them to a potential security issue, than to the technology making payments on their behalf or acting as a personal assistant in all areas of their life.

9. 2026 Tech Trends (SURF):

Explores 10 emerging digital technology trends and their potential impact, risks, and value for organizations. Very detailed, data-backed material. Great for leaders figuring out digital pilots or digital roadmap investment decisions. Highlight: The report uses The Value Compass to consider how digital transformation initiatives relate to public values.

10. 2026 Digital Advertising Trends (Smartly):

Explores digital advertising trends based on a survey of marketers who are actively planning and managing campaigns. Great for digital marketers and media teams to take stock of what their peers are thinking and doing heading into 2026. Highlight: About half of marketers are using AI for visual asset generation for digital advertising campaigns, with adoption growing.

11. 2026 Marketing Trends (Meltwater):

Explores 15 marketing and communication trends including the rise of AI Search Optimization and LLM reputation management. Great for marketers and agencies considering what adjustments to make from their 2025 media plans. Highlight: To optimize for AI Search, marketers should publish authoritative content, human-attributed explainers, FAQs, and a brand source-of-truth hub with consistent facts easy for LLMs to ingest.

12. 2026 Trend Report (Pinterest):

Outlines 21 trends based on Pinterest behaviour across categories like food and drink, fashion, beauty, and interior design. Fun to see how this behaviour is synthesized into broader themes. Great for marketers and content creators considering new ways to be on trend. Highlight: Pen pals are back!

Bonus: I fed all of the decks into Google NotebookLM and created an Infographic that synthesizes them. Filing this under “kind of cool, kind of useless” - for now.

Digital Trends: 12.01.25

Last night I spent an hour on ChatGPT figuring how to upgrade the Wi-Fi in my house. I started with a vague idea of my options and ended up buying five products to install. The experience differed from a traditional online search because I could:

  • Access general guidance and answers framed around the problem I was trying to solve, with technical details dumbed down (a few levels) so I could understand them.

  • Review detailed comparison of products across brands and retailers, identified and scored based on my specific needs.

  • Confirm my product choices sourced from reviews, and the compatibility of the products based on product manuals.

It was clunky in spots. I had to remind ChatGPT of context to evaluate options based on my current setup. When it came to the final steps of purchasing, some of the retailer links were broken or out of stock.

But overall, the experience felt informative, personalized and - with the evergreen caveat that AI hallucinates – pretty trustworthy. I’ll report back on whether it works.

Regardless, shopping is changing with AI. But how?

The IAB released a great study on the role AI is playing in the shopping journey. Its findings generally align with my experience. AI is being used most effectively mid-funnel, where decision-making complexity is highest. However, for many, AI isn’t removing steps from the process—it’s adding them, as people validate AI-generated recommendations elsewhere.

McKinsey released a similar study, highlighting the different ways that customers use AI-powered search for different stages of the journey.

How can AI help complete this last step? ChatGPT recently introduced Shopping Research, a tool designed to help people find and compare products—presumably with ads coming soon. Further down the funnel, major platforms are rolling out agentic solutions that can complete purchases. Google, for example, has launched a service that can call stores or check out on retailer websites automatically when a price drops.

However, retailers are not pleased. Amazon has filed a lawsuit against Perplexity for using its AI agents to search products and complete purchases on its site. They’re concerned about losing control of the shopping interface, where much of their advertising revenue comes from. Bain has released a new report outlining the different paths retailers can take in response, including building their own AI agents.

AI & ADVERTISING

How is AI impacting search advertising? McKinsey estimates that 20-50% of customer traffic from traditional search is at risk of shifting to AI-driven search. That’s a wide range – c’mon, seriously, McKinsey - but the takeaway is clear: the shift is significant. Advertisers should focus on understanding where AI chatbots source their information to ensure strong representation in AI search results. Currently, only 16% of brands systematically track AI search performance. A recent SEMrush study found clear differences among platforms: ChatGPT most often cites Reddit and Wikipedia, while Google’s AI Mode favors Google-owned domains. The landscape is evolving quickly. Here’s a useful backgrounder from Ofcom on GenAI search, outlining the main types.

AI RESEARCH & REPORTS

  • 2025 Edelman Trust Barometer: A useful snapshot of people’s current attitude toward AI. In general, trust is the biggest barrier to adoption (more than access, motivation, ability). At the workplace, enthusiasm for AI grows if workers receive training or feel sure that AI will be used for productivity, not job elimination.

  • Parent & Teen AI Use (NORC): Survey indicates that unlike the early days of social media, AI adoption isn’t dramatically skewed toward younger generations. In fact, both groups use it in similar ways.

  • Canadian Business & AI Use (KPMG): Survey of executives found that 93% of organizations are using AI in some way, up from 61% last year but only 2% are seeing positive ROI. Most are still in pilot phase.

  • AI Eats The World (Benedict Evans): Always a must-read from Benedict Evans, which his bi-annual big picture tech perspective – this time placing AI in a historical context to try to understand what comes next.

  • The Impact of Visual Generative AI on Advertising Effectiveness: If you’re looking for proof that humans create more effective advertising than GenAI, maybe give this one a pass.

COOL BEANS

  • Corners of the Internet Database: Curated list of links to sites that are keeping the web weird. Like The Fish Doorbell - a livestream showing fish swimming through Utrecht, where viewers can watch a lock operator open a gate to let them pass.

  • Consulting Slop: Provide a company name, business problem, and consultancy brand and have a presentation deck created for you instantly. I’ve seen worse.

Digital Trends: 11.15.25

How is AI impacting commerce? New studies show the impact of AI chatbots in driving motivated shoppers to retail websites, specifically:

  • More traffic: 15% of total referral traffic for Walmart in September was from ChatGPT

  • More engagement: GenAI traffic spends 32% more time on retailer websites than non-AI visitors

  • More growth: >50% of consumers anticipate using AI assistants for shopping by the end of 2025

But why stop at driving traffic to retailers when you can have customers checkout on your own platform? OpenAI is following the playbook of Meta and others – allowing users to buy directly through ChatGPT while taking a cut from merchants and collecting valuable data. “Buy It in ChatGPT,” lets people check out instantly from merchants like Etsy and Spotify. Walmart’s also on board.

This raises some big questions. Will retailers that spent years and millions building their own online stores lose direct access with their customers and first-party data? And will they now need to rethink their setup to treat AI agents as their new “customers”? It’s easy to envision a sort-of ChatGPT.shop app or mode launching soon.

AI & ADVERTISING

So, what should advertisers do about it? Many of the same principles as traditional SEO still apply, but with a few wrinkles:

  • Since most product research happens at the lower end of the funnel, ensure product information is detailed, accurate, and structured for AI retrieval in response to lower-funnel questions.

  • Recognize that search engines still dominate online discovery time, and Google will soon default people into AI mode for more complex queries – including those that are shopping-related.

  • Track your “share of model.” Some brands are well-known to people but under-represented in AI-generated answers, and vice-versa.

The more interesting question is how to use AI overall as a marketer: as a tool for efficiency or for growth. PwC argues for both - using cost savings to invest in effectiveness and upstream innovation. For example, Lavazza built AI-driven personas from 5,000 customer interviews, making insights more interactive and accessible for teams. Don’t limit your AI exploration to doing more of the same with less.

FREE TOOLS & RESOURCES FOR STRATEGISTS

A few smart, generous strategists have opened their Google Drives (and hearts!) and are sharing great resources to help fellow strategists:

  • Creative Strategy Starters (Rat-thew Kilgour, not sure if that’s his real name but I love it): Great thought-starters for facilitating a creative brainstorm.

  • The Strategist’s Playbook (Jasmine Bina and JL Rawlence): Collection of popular strategy frameworks put into a cultural context.

  • Sweathead Strategy Resources (Mark Pollard): Mark is a prolific strategy writer and has opened up his archive – loads of templates, examples, and inspiration to explore.

And if you’re looking for more strategy boxes, circles, and arrows check out the KickframeToolbox.com with over 50 modern marketing frameworks, all free to download and edit.

FRESH AI RESEARCH

  • The State of AI (McKinsey): Paints a picture of corporate AI as widespread, but not deep. The business units that report the greatest revenue gains are marketing and sales.

  • 2025 AI Adoption Report (Wharton): The business tasks that have seen the highest jumps over the last year are Presentation and Report Creation and Idea Generation and Brainstorming.How People Around the World View AI (Pew): 45% of Canadians say they feel more concerned than excited about AI, while only 9% feel more excited than concerned — a level of concern that exceeds the global median.

  • Digital 2026 Canada (We are Social): Great compilation of Canada-specific digital statistics, including ChatGPT jumping from the 12th to the 6th most visited website in Canada.

COOL BEANS

  • Neo The Home Robot: A new AI-powered robot maid is now available for pre-order, shipping in 2026 for $20,000.

  • Helix The Flying Car: A new flying car is now available is now available for pre-order, shipping in 2026 for $200,000.

Digital Trends: 10.15.25

Last week I spoke at CRM Edge, a live event bringing together marketers exploring AI. Speaking at conferences differs from designing and delivering corporate training because I don’t need to meet specific client learning objectives. Instead, I can just sort of riff along with PowerPoint accompaniment. This presentation focused on something I’ve been riffing a lot about lately - the parallels between how businesses are approaching AI today and how they approached the web (or “digital”) 25 years ago.

I shared a few lessons I’ve learned over my career that apply to AI today. I thought I’d share them here, too.

Lesson 1: Expertise over an Expert

Teams that adopted digital effectively had leaders who invested in learning about it and were genuinely interested. They didn’t just delegate to an expert. Bringing in an expert can help, but make sure that person is responsible for coordination and upskilling across departments. Think horizontally. Like the Internet, AI is a general-purpose technology. Build expertise across the organization and avoid thinking the AI box is checked just by setting up an AI lab or centre of excellence.

Lesson 2: Strategic Alignment over Add-Ons

The most effective digital strategies supported the business’s main goals. AI initiatives should be treated the same way - not as a separate track but as an enabler of what the business wants to achieve. If new customer acquisition is a key goal, focus AI there. Avoid vanity projects or flashy press releases. Progress may not look exciting. And if you’re an agency pitching, don’t tack on an AI idea at the end of your deck to show that you “get it.”

Lesson 3: Clear Framing & Guidelines

What do we mean when we talk about “digital”, or in this case “AI”? What does “good” or “more” look like? What exactly do we want teams to do or explore Marketing teams understandably feel FOMO about AI, but we need to be fair to team members and be clear about what AI adoption involves. Guidelines are important to ensure exploration balances potential benefits and risks. Remember that the goal isn’t AI adoption - it’s achieving better outcomes with AI.

Lesson 4: Capabilities over Technology

I’ve lost count of how many times I’ve heard the analogy of a martech tool as an expensive car sitting unused in the garage. That’s what happens when we focus on acquiring technology without the data, people, and processes needed to use it effectively. With AI, ensure teams understand its core capabilities so they can explore how it connects in relevant, additive ways to their work goals. Don’t look for opportunities only through the lens of a tech feature set.

Lesson 5: Augment & Automate

One thing we all experienced with the rise of digital was drowning in data. Want another word cloud? How about a dashboard that links to another dashboard? With AI, let’s focus on what actually helps us make better decisions. That means not just using ChatGPT like a search box but as a tool to help us think. Look at ways to automate research through agentic scans - sending updates in the frequency and format that are most useful to us.

Lesson 6: Ongoing AI Exploration

How do you finish a project when technology keeps changing and customer behavoiur keeps evolving? One lesson we learned from digital is that transformation is never complete. The term “transformation” was helpful to describe the effort required to invest in digital, but with AI we need to think in terms of continuous evolution - pilot, measure, scale. This mindset is even more important for AI, which is more accessible to teams and where capabilities are advancing faster.

It’s interesting to look back on these lessons, many of which seem obvious now. Having led digital strategy, managed digital research analysts, built digital transformation roadmaps (and yes, been a “digital expert” in a digital lab building digital ideas!) what’s happening with AI almost feels nostalgic. It reminds me of the early part of my career exploring the web, which I look back on fondly. I’m excited for this next wave of innovation and hopeful that we can benefit from some of these lessons learned.

Digital Trends: 10.01.25

It’s hard to believe that I’ve been writing this newsletter in some form for over 10 years. It’s been a helpful way for me to keep up with changes in digital marketing, stay connected to my network, and provide me with an outlet for thinking and writing. Over the last 2 years, my focus has shifted more and more toward AI, which has captured my curiosity like the early days of the web (and my career). So, I’m going to keep focusing on it. Which brings me back to this newsletter. I’ll be adding some very short videos that explore practical ways which people use AI in marketing and business. I’ll talk with practitioners and builders to highlight useful prompts, tools, and real use cases. Think of it as an AI + Marketing Show & Tell.

If you or someone you know has something worth sharing, please get in touch. I’d love to shine a light (and learn from) folks who are finding creative ways to build and use AI in their work.

So How is AI Being Used?

Many studies show that AI is now widely adopted. Now, the companies behind the models are sharing more data on how people are actually using their tools. OpenAI released a report that breaks use into three patterns: Asking (49%), Doing (40%) and Expressing (11%). This is similar to Google’s “I want to know, go, do, buy” micro-moments framework for search, which is helpful to explore customer intent. Anthropic released a report on Claude that groups use into Automation and Augmentation. Automation recently passed Augmentation, with 49% of use compared to 47%.

A new Pew survey on American attitudes toward AI revealed some, well, surprising views. 11% of Americans support AI advising people about their faith in God. If you’re in that 11% and want to take things a step further, check out ChatwithGod (or ChatwithGod Pro for $8/month.)

AI & the Workplace

Working on an AI project inside a large consultancy must feel complicated. On one hand, revenue from AI client work is becoming a major growth driver. On the other, consultancies like Accenture are using AI to automate tasks and layoff consultants. It’s a bit like a cashier teaching a customer how to use self-checkout.

Consultants are also among those eager to build their AI skills. Udemy reports that AI courses are booming on their platform, with agentic AI emerging as the most popular topic. A recent BCG report found that only 36% of professionals across industries are satisfied with the quality of AI training their companies provide.

This lack of strong training is contributing to another problem at work: workslop. These are AI-generated documents and presentations that look polished but contain little real substance. 40% of people say they’ve received workslop in the past month. This problem may grow as tools like Claude can now not only help with files but create them from scratch. Tip: ask ChatGPT to critique your work, not create / rewrite it.

AI & Marketing

Marketing teams have been early adopters of AI, and recent reports show no signs of slowing. A CMO survey found that 89% agree “Gen AI will make a massive difference in producing content quickly and cheaply,” and 90% agree “Gen AI will make it much easier to in-house marketing tasks.” A WPP survey of experts showed broad consensus that AI will produce most creative content, including music, TV, movies, and art (71% view this as likely). It’s hard to imagine a future where most ad production work is not done by Gen AI and overseen by a subject matter expert (aka a human). Tasks like resizing, reformatting, swapping images, changing copy and CTAs, and regionalizing content are important but repetitive. Brand managers want them done fast, and in my experience, designers aren’t exactly in a huge rush to take on this work.

AI as Media

Marketers are also interested in AI as media. An IAB survey found that 81% of media planners are interested in buying or selling ad space on consumer-facing AI platforms like ChatGPT. This makes sense: 60% of people use AI for product discovery, and 48% use it for travel and restaurant reservations. What brands wouldn’t want to be there?

They may not have to wait long. OpenAI is reportedly launching its own ad platform and features that let users make purchases directly without leaving the service. It is also creating new media spaces through ChatGPT Pulse. I’m interested in how how ad formats will evolve in this new context. Could brands sponsor follow-up prompts? Could they appear in a ChatGPT-curated shopping lists based on past prompts? Sponsor an agent to complete a related task?

Cool Beans

  • Meta Ray Band Display: A cool demo that showcases a bunch of use cases that combine hand gestures with AR glasses. Like a design challenge where the only constraint was that you can’t use your phone.

  • Gemini + Google Products: Google is turning Gemini into an AI layer that sits on top of all its products and screens. Gemini is being added to Chrome, letting you ask about what’s on your current tab. It’s also coming to Google TV to help you decide what to watch.

  • New Baldness Cure? A new treatment reportedly made 100% of male mice regrow their fur. I didn’t know bald mice were a thing, but human trials are next. Stay tuned…

Digital Trends: 09.15.25

How can AI help me with this? I’m training myself to ask this question before starting any task. It seems simple and obvious, but old ways of working are hard to shake. In strategic planning, there are plenty of moments to pause and consider how AI might help. Neil Perkin has a great resource that maps AI’s role across different stages of the planning process with some smart thought-starters. The IAB has also published a very cool AI in Advertising Use Case Map that explores how AI can support research, planning, production, and measurement.

I love stumbling across creative ways to use AI in my work. To explore your own AI use cases or track pilots, check out the free, customizable templates in the Kickframe Toolbox. And if you’ve come up with any clever new use cases you need to let me know and I’ll share them in my next newsletter.

AI & Consulting Work

My interest in exploring new AI use cases comes in part from running my own small consulting and training business. These tools can make it feel like having extra people on my team, giving me capabilities (and time!) I wouldn’t normally have. For large consulting firms, I’m it is very different. What happens when thousands of junior staff are doing work that AI can now support? Hiring for junior consulting roles in Canada has dropped 40% since 2022, the year ChatGPT launched. At the same time, new “AI-first” consultancies are emerging, with junior teams focused on designing and refining AI-driven workflows.

More broadly, the impact of AI on hiring young people isn’t evenly distributed. Roles where AI automates work (like coding) are shrinking, while roles where AI augments work are holding steady. For those starting careers in strategy or marketing (I know a few of you who subscribe!), I think it will become increasingly important to take ownership of the value that you provide and be responsible for finding new ways for AI to increase it. And if you can help others – especially older, senior-level leaders - understand and apply AI within teams, you’re gold.

Shadow AI

One reason that you’ll stand out is that AI adoption in most companies is a mess. A recent study found that workers at over 90% of companies use personal chatbot accounts for daily tasks - usually without IT approval – while only 40% of companies have official subscriptions. As employees get comfortable with personal AI tools, they’re more frustrated with clunky IT-approved tools. But many keep using them on the down-low, with 1 in 3 calling it their “secret advantage.” This is creating a division between those adopting AI and not – a “two-tier economy”. For those of you who lead marketing teams (I know a few of you who subscribe!), I think it’s important to create a clearly supported safe space to experiment with AI, and focus on celebrating responsible, creative use cases and recognizing those leading the way.

Fresh Reports:

  • Culture & Trends Report (YouTube): A marketer’s guide to the media habits and interests of 14–24-year-olds, with a bunch of references I’m not even going to try to pretend that I know.

  • Social Media Trends / Marketer’s Guide (OK COOL): A fun, smart guide to what’s trending in social culture right now, with plenty of great examples and commentary.

  • AI & Search (Semrush): Study shows that ChatGPT is not cannibalizing search, it is expanding search by providing Google searchers with a new mode of information seeking.

  • How Customers us AI Search (Bain): New data shows that more people are using ChatGPT for shopping, and clickthroughs within ChatGPT answers are growing significantly (from 2.2% to 5.7% CTR).

Cool Beans

Digital Trends: 09.01.25

I was having a beer with a friend who said he was getting dumber. He blamed it on his frequent use of AI (not frequent use of alcohol). I have had the same feeling at times with my own use of AI, particularly when using it to help me write. Since writing is thinking, am I delegating the thinking because it can be difficult?

New research suggests this concern is real. A recent Microsoft study found that as people grow more confident in using AI, their critical thinking declines. Teens are noticing it too. One 14-year-old sketch artist put it perfectly: “I wouldn’t feel satisfied if I just typed and it made art for me. The process of thinking it through—feeling like, ‘my hand hurts but I’m close to finishing’—that’s what makes it meaningful. You can’t enjoy that if AI just does it for you.” So what can we do?

Actually, my friend and I debate over beer all the time. Maybe I’m ok.

AI & Brand Discovery

How can my brand show up more in ChatGPT responses? That’s the big question many marketers are asking. Agencies and consultancies have predictably launched new practice areas to serve this growing interest, sometimes called Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO). But for now, the practices here look a whole lot like SEO: publish useful, structured, and authoritative content over time. The main difference may be creating more content to answer the exploratory questions people bring to chatbots.

What about Google? In Canada, Google is rolling out AI mode - the feature that many publishers fear is killing site traffic. They’re also experimenting with ad formats in this new interface. You can try it here. Many say AI will kill Google, but this article argues the opposite: if high-intent shoppers still use Google, advertisers will still value it as the “last touch” at the bottom of the funnel.

Amazon is also feeling the impact. For years, it’s been the starting point for many shopping searches. To protect that position, Amazon is blocking bots from scraping its product data for AI tools, while launching its own assistant - Rufus (see other retailer bots here). Meanwhile, manufacturers are taking the opposite approach - making sure their metadata is clean and structured so AI tools can easily find and recommend their products.

AI & Ad Agencies

I feel for ad agency owners. Advertising is tough business in the best of times, and AI is making it tougher. In-house teams are ramping up creative production (Kimberly-Clark now produces hundreds of AI-powered ads daily). Brands are also taking more control of media spend (direct US advertiser investment has jumped from 9.8% in 2019 to 30.3% in 2024). The size of the ad industry pie is shrinking.

So, what can agencies do to respond?

Cool Beans

  • Vibe Coding Example: Stephen Beck has a great write-up on how he ‘vibe-coded’ a cool website listing places to visit across the Hudson Valley.

  • 21 Ways to Use AI at Work: The NYT shares how 21 people from very different jobs use AI at work – from selecting wines for restaurant menus to translating legalese.

  • Talk to Statues: The Palace of Versailles collaborated with OpenAI to create an app where visitors can “speak” with 20 statues in the gardens.

  • Gemini Storybook: A fun one for kids: describe any story you’d like, and get a personalized, illustrated storybook.

Digital Trends: 08.15.25

Ben Evans noted in a recent presentation that marketing is one of the areas most impacted by AI so far. That’s because content development is subjective (more than one “answer” is acceptable), and errors are easy to spot. Adoption is high - recent studies show that 89.5% of marketers are using AI in some part of their processes, primarily to generate copy and images. In addition, 86% of marketers report saving time - on average, 4.74 hours per week.

So what does this actually look like within marketing teams? In startups, a new HubSpot study found that 69% have a dedicated AI lead or team. It reminds me of the early “Head of Digital” role - someone tasked with evangelizing and identifying opportunities before the rest of the company (hopefully) catches up. Unilever has reportedly set up a GenAI “assembly line” for creative production (a term I’m sure creative professionals find deeply inspiring). It’s leading to the production of more creative assets, at faster speeds, with stronger results - and putting more pressure on creative agencies.

Marketing leaders, including at Unilever, are careful to position GenAI as a tool to “help free up time for people to focus on the more human elements of the creative process.” Ok. But leaders need to be clearer about their true intentions, even if it makes people uncomfortable. Yes, we want to create more. Yes, we want to spend less. Yes, we want to reduce turnaround times. Yes, we want better results. And yes, we will use GenAI to help us do that - in ways that will impact roles and processes. Let’s get real.

AI & SEARCH

Are Google AI Overviews reducing traffic to publisher websites? Publishers certainly think so and have been voicing their complaints to Google. The head of Search at Google recently responded, saying that traffic is stable and that the quality of search traffic is actually increasing. She also shared an interesting insight: more traffic is going to “forums, videos, podcasts, and posts where they can hear authentic voices and first-hand perspectives.” Rather than just optimizing for keywords, perhaps publishers need to focus more on creating this kind of content.

It’s a bit of a tightrope for Google to walk. Features like AI Overviews are valuable to users who now expect ChatGPT-like answers and experiences. However, Google can’t alienate advertisers by encouraging users to rely solely on zero-click searches. Google’s new Web Guide feels like a middle ground—using AI to categorize website links rather than just summarize them. We’ll see if Google can continue to straddle this space between AI-generated responses and traditional website links—this approach feels a bit like a turducken.

In the meantime, more brands are working to increase their visibility within AI recommendation engines, in addition to general web search. HBR recently released a useful framework for measuring and optimizing your presence in LLMs. It’s interesting to see how platforms like ChatGPT are moving into the space Google has dominated for the past 20 years. OpenAI is reportedly developing a checkout feature that allows users to complete transactions within ChatGPT. I’m skeptical (see Meta’s attempts over the past 15 years), but there may be potential—especially if it integrates well with ChatGPT’s new agent that can complete tasks on your behalf. Could a ChatGPT agent hang out in a Ticketmaster waiting room and automatically buy the best concert tickets for me?

FRESH RESEARCH

  • AI Pulse Survey (EY): Despite the hype around agentic AI, only 14% of companies have implemented it. The top barriers are cybersecurity (35%) and data privacy (34%).

  • GenAI Data Exposure (Harmonic): A study on GenAI usage shows significant risks: 22% of uploaded files and 4% of prompts contained sensitive data. Files posed the greatest threat, driving the most severe PII exposure incidents.

  • Deloitte Global Gen Z & Millennial Survey 2025 (Deloitte): GenAI fears are shifting young people toward skilled trades—66% of Gen Z and 68% of millennials plan to pursue GenAI-resistant careers, up from 59% and 52% last year.

  • The Substack AI Report: Substack writers place high value on AI - on average, they’d pay $140/month to keep access. But the community is divided: users expect significant benefits to their work and careers over the next five years, while non-users believe it will be harmful. It feels like the early internet - you have to use it to understand the potential.

COOL BEANS

  • Robot Keytar Player: Ok, music made by AI isn’t cool. But a poorly disguised robot playing keytar on stage at a Chinese Music Festival is.

  • ChatGPT for Schoolwork: OpenAI has launched Study Mode to help students build critical thinking skills, rather than just get answers. Hopefully it’s used as intended. I’ve seen my own kids use ChatGPT in productive ways—like generating study guides or quizzes based on their material (though I suspect there are other uses they’re less inclined to tell their dad about).

  • AI-Powered App Builders: I’ve been tinkering with Replit and Lovable lately. As a non-coder, it’s wild how quickly you can prototype mobile apps using plain-language prompts. It’s helpful in my world to be able to quickly visualize an idea (even in a very basic way), instead of just describing it. Below is my latest: an app that helps me to find outdoor pickup basketball courts within walking distance of a bar for post-game beers. Might need to add a filter for nearby emergency rooms too.

Digital Trends: 07.15.25

There’s been plenty of speculation about AI replacing our jobs, but I’m far more interested in how AI is changing our work. Recent studies are starting to offer some early signals of what’s happening at this deeper level, and what it might mean:

  • More Focus on Core Work: Software developers using AI tools spend more time coding (+5%) and less on project management (-10%). By automating coordination, AI can potentially support more autonomous work and deeper focus.

  • More Focus with Fewer Interruptions?: Knowledge workers face around 275 daily interruptions (WTF!) AI agents can potentially help by streamlining communication and preserving time for more deep and focused work.

  • More Value for AI Experience: Freelancers offering AI-related services—or overtly using AI in traditional services, like design or content—are seeing their earnings rise by 25% to 40%. Specialized AI skills are very much in demand.

  • The AI-Native Hiring Edge: Entry-level roles may be fewer due to AI, but Gen Z professionals fluent in AI—and able to show how it improves workflows—are attractive to hiring managers with older, less AI-savvy colleagues.

  • More AI-Human Management: The manager of the future is an orchestrator of hybrid teams, blending AI systems with human strengths. AI handles repetitive, analytical, and generative tasks, while humans bring judgment, empathy, and creativity.

  • “AI can make a boring job more boring—and an interesting job more interesting.”: AI affects work in two ways: it reduces cognitive effort in repetitive tasks and enables more advanced thinking in roles that benefit from greater focus.

If you’re interested in exploring more AI tools in your own work, Ethan Mollick has just posted a practical guide with recommendations on tools and tasks.

AI & Search Marketing

What happens to search marketing when more consumers turn to AI chatbots for research? We’re starting to find out. Gartner predicts that by 2026, traditional search engine traffic will decline by 25% as AI assistants become more prevalent. A recent study of consumers who use AI chatbots found that 87% of respondents were more likely to use AI rather than traditional search engines for complex or large buying decisions.

What happens to search marketing when an AI platform becomes a web browser (and vice versa)? Perplexity recently launched a browser that integrates AI agents—for example, allowing users to not only search for a hotel but also book it. OpenAI is reportedly developing a similar browser with built-in assistant capabilities, aiming to compete with Google Chrome. All of this comes as Google rolls out AI overviews in its search results, frustrating publishers who rely on that traffic.

What happens to search marketers? To start it means focusing on increasing visibility beyond traditional SEO. Jason Goldberg has published a useful whitepaper highlighting how marketers can adapt by optimizing content for LLMs, monitoring share of voice in LLM responses, and tracking referral traffic from AI tools. AdAge has also released a flowchart explaining the differences between SEO and Answer Engine Optimization (AEO). Some old SEO black-hat tricks are also resurfacing – for example, a recent research paper hid white-text prompts instructing LLMs to write positive peer reviews.

Cool Beans

  • Claude’s Shop Experiment: Anthropic tested if its Claude AI could autonomously run a small retail shop. It sort-of managed inventory and customer interactions—until it hallucinated a conversation with a fictional coworker.

  • AI-Animated Harley Photos: Google Arts & Culture used AI video generation to animate vintage Harley-Davidson photos in a very cool piece that brings the history of the brand to life.

  • Cannes Winners Doc: Why travel to Cannes when you can access a 341-slide Google Doc with all Cannes Lions winners and their case study videos.

  • Velvet Sundown: An AI-created band with AI-generated music, band member names, and images now has 1.4 million monthly listeners on Spotify. ‘Dust on The Wind’ is a banger!


Digital Trends: 06.15.25

It’s easy to get swept up in negative headlines about AI replacing jobs. Recent announcements from companies like Amazon, Shopify, and Duolingo about cutting roles have only added to that narrative. But as someone spends time exploring and using these tools, I can’t help but be more positive. AI is creating new jobs, and more opportunities for growth.

The New York Times recently published a list of 22 emerging roles driven by AI—positions that build on what humans uniquely provide. Of relevance to marketers, many of these new roles focus on providing trust and taste. We’re also seeing the rise of new leadership roles at brands and agencies like the Chief AI Officer (or the buzzworthy ‘CAIO’ title), to apply AI horizontally across a business. As Ethan Mollick suggests, the challenge isn’t just technical—it’s organizational. The real competitive edge will go to the companies that learn and adapt the fastest.

On a personal level, I’ve found a couple of simple frameworks helpful in thinking about my own AI use. Thomas Ptacek offers a 2x2 model that helps clarify when it makes sense to delegate repetitive or low-value tasks to AI.

Mike Whitaker presents a useful equation to help assess whether outsourcing a task to AI is worth it, by considering what you are losing by not doing the work yourself. I’ll be testing this line with my three high schoolers who regularly use ChatGPT – wish me luck.

AI + Work

AI use is growing fast—especially at work. A recent Gallup study shows that workplace use of AI has nearly doubled in just two years, jumping from 21% to 40%. However, many employees still lack clear guidelines from their employers. How people use AI is also shifting. HBR reports emotional support (like therapy or companionship) is now the top use case—and content creation remains popular.

The rise on GenAI content creation is impacting the film and TV industry, but its use is apparently often hidden. Some professionals “launder” AI work by having people rework it to appear fully human-made. Political cartoonists are also grappling with how to use AI without losing their unique voice—“I don’t want to outsource my brain.”

To illustrate how fast generative AI has evolved, Ethan Mollick tracked the progress of GenAI tools using a single, repeated prompt—an otter on a plane using Wi-Fi. He shared 23 images and videos that show incredible progress over time.

Fresh Reports

  • 2025 AI Jobs Barometer (PWC): Research on the impact of AI in the job market. On average, the wages of workers with AI skills are 56% higher. Keep reading these emails y’all!

  • The Effectiveness Equation Report (Google): Helpful educational piece on how marketers can better plan media and measure impact. It has an interesting section on how to work with your finance team to have a shared understanding of measurement.

  • The Attention Equation (McKinsey): If you’re a media planner, review this report before your client asks you about it. It includes an interactive calculator that estimates the value of different interactions and mediums, trying to calculate the quality of the attention vs. quantity.

Cool Beans

  • LEGOGPT: Researchers at Carnegie Mellon have developed a generative AI model that can take a simple text prompt and figure out exactly which Lego pieces are needed—and how to put them together to build it. Can we please just leave Lego alone?

  • Gemini + Glasses: Google showcased a demo of AndroidXR, its platform for powering headsets and smart glasses. The demo highlighted real-time features such as language translation and location-based information displayed directly in the user’s view.

  • Forehead E-Tattoo: There’s a greater chance that I have typed those two words together before than me trying on this new device that measures “optimal mental workload”.

Digital Trends: 05.15.25

I’m facing a bit of a time-crunch this week, but still wanted to send a newsletter out. Putting these together helps me to keep up to date with what’s happening in the world (at least my narrow slice of it). This week, I’m going to keep things simple and share a few recent links that relate to the question “how is AI impacting marketing?”

More people, especially Gen Z, are using Gen AI for personal and professional support.

Super interesting shift in how more people are relying on Gen AI for therapy and to help organize their lives. This is consistent with Sam Altman sharing that Gen Z’s “don’t really make life decisions without asking ChatGPT what they should do.”

This extends to purchase decisions, as AI agents are projected to be used for shopping tasks.

Buyers are increasingly delegating common decision-making tasks to Gen AI tools, such as creating or evaluating a product shortlist. This is disrupting the buying journey, as customers spend less time in the ‘messy middle’ of the funnel and purchase from what is recommended by the model.

Marketers need to reassess SEO plans as AI changes how consumers research online.

Given the influence of responses from Gen AI tools, marketers need to update SEO plans to consider (new buzzword incoming!) AISEO to be present in these results. Focusing more on rich, conversational text as well as ordered lists, definitions, and guides can help make your content more friendly to LLMs.

AI search reduces exposure to search ads, impacting how marketers spend ad dollars.

If consumers spend less time searching in this ‘messy middle’ phase, they will spend less time on Google exposed to paid search campaigns. eMarketer projects that AI assistants may lead to 40% fewer ad exposures during this consideration phase, would impact paid search media plans.

Some wonder if AI will weaken Google’s dominance in search and PPC marketing.

Apple exec Eddy Cue shared that he believes that AI-powered searches will be the new norm, replacing conventional search engines which caused shares of Alphabet to dip. There are reports that more marketers are now open to shifting budget from Google to new platforms, like retail media networks.

Google is embracing AI, and is possibly replacing “I’m Feeling Lucky” with AI Overviews.

Google is expanding its AI Overview feature to appear in more search results and may even replace the ubiquitous “I’m Feeling Lucky” button. Many publishers say AI Overviews reduce their organic traffic, but marketers report that paid search conversion-focused campaigns have not been significantly impacted.

AI platforms are moving in on Google’s turf, with plans to introduce ads and shopping tools.

Perplexity is reportedly building its own web browser (like Chrome) to track activity beyond its app and deliver “hyper personalized” ads (like Google). Meanwhile, ChatGPT is taking a different route—adding more product recommendations with images and links to buy, but without earning any affiliate commissions (for now).

AI is expected to dominate media buying as Meta and Google launch new tools.

AI buying agents are expected to handle over 80% of digital media buys within five years. Marketers will provide campaign parameters, and the platforms will take care of the rest. Google’s new AI Max for search is an example—it automatically finds relevant search queries beyond your existing keyword list.

Agencies are rethinking how to charge clients as AI changes media buy and creative production.

“If AI cuts 20% of the time it takes to manage our media, does that mean fees drop 20% too?” That’s the question Sir Martin Sorrell is raising, as he pushes agencies to move beyond billable hours and focus on charging for outcomes. As if it wasn’t already hard enough for agencies these days, Zuckerberg shared that the Meta ad platform is “gonna be able to come up with, like, 4,000 different versions of your creative and just test them and figure out which one works best.”

Marketing teams are using AI more than any other business function today.

McKinsey recently surveyed a number of senior folks from across different functions and industries and found that Gen AI use is highest in marketing and sales departments across all industry verticals.

Marketers are increasingly concerned that AI will replace jobs, and say more training is needed.

Marketing AI Institute just released its latest State of Marketing AI report, showing how marketer’s views on AI are changing year over year. This year, more people are worried about losing their jobs to AI. But one thing hasn’t changed — the biggest barrier to using AI is still a lack of training.

Speaking of training (see what I did there?), if you are interested in up-skilling your team in the area of AI in marketing, reach out. I’ve delivered a number of customized in-house corporate training programs over the last few years, and I’m happy to share my thoughts on what works (and what doesn’t!)

Finally…

If you don’t follow Mike Sutton on LinkedIn, you should. He’s sharing 12 lessons in leadership informed by his last 15 years as President at Zulu Alpha Kilo. Mike is what my father would call “a good egg”, and he’s posting some gems. Here’s my fav so far.

Digital Trends: 04.15.25

When I started paying $20/month for ChatGPT Plus, it felt like just another software subscription (the kind that I remember to cancel one month after the auto-renewal date). But times are changing. OpenAI is changing its pricing model and is exploring rates as high as $20,000/month for what it calls “PhD-level” agents, with other tiers like $10,000/month for a software developer agent. From a positioning perspective, AI agents are not being framed as software, they are being framed as labour.

Sam Altman expands on this business model during an interview with Ben Thompson, “I am more excited to figure out how we can charge people a lot of money for a really great automated software engineer or other kind of agent than I am making some number of dimes with an advertising-based model.” This topic came up when I was speaking with a college professor last week. We were discussing the skills that new marketing graduates need to have. AI is obviously one of them—but if an organization is choosing between a new graduate and $2,000/ month knowledge worker, it raises some challenges for entry-level work.

AI & the Workplace

One way that recent grads (and everyone else in a marketing role for that matter) can advance is to continue to find ways for AI to augment and benefit their own work. This is the expectation according to Shopify’s Tobi Lutke who shared in a leaked internal memo that “reflexive AI usage is now a baseline expectation”. At Shopify, using AI will be part of performance reviews, and teams must demonstrate why they cannot get what they want done using AI when requesting more headcount.

If you’re struggling to find ways to incorporate AI into your own workflow, Anthropic released new research on how students and knowledge workers are using Claude. Students – particularly in STEM – are using the platform to design practice questions, troubleshoot code, create practical negotiation exercises (and more broadly, cheat on homework). Workers are finding very role-specific use cases for Claude, and many are iterative – working with the system to edit and refine something – like code, images, and copy.

A recent study by Ethan Mollick with a team at P&G offers compelling evidence on the impact of AI augmentation in the workplace. The research found that individuals using AI outperformed teams working without it – “our findings suggest AI sometimes functions more like a teammate than a tool.” Maybe AI is not coming for our jobs, but just wants to jam?

AI & Search

Many of my clients invest in SEO and paid search, and all are closely watching how AI is reshaping search results and shopping behaviors. Google is integrating AI more deeply with the rollout of “AI mode,” designed to provide more advanced, summary-style answers. Meanwhile, tools like Claude are beginning to search the web, blurring the lines with traditional search engines.

According to Paul Low, “digital advertising will shift from targeting people to influencing AI agents that shop on their behalf.” This shift is already underway: Adobe reports a 1,200% increase in traffic to U.S. retail websites from generative AI sources between July 2024 and February 2025. At the same time, publishers are seeing declines in traffic from organic search.

Tools like Similarweb now track traffic from both search and AI chatbots, including prompts and queries. One study found that only 30% of prompts resembled search queries—most were used for tasks like image creation, summarization, or writing code. It will be interesting to see if people continue to view search engines and AI chatbots as different tools for different jobs, or if they become sort of the same thing. I notice that I’m using ChatGPT for many different types of searches that I would normally start on Google just 6 months ago.

Fresh Reports

  • AI Intelligence index Report 2025 (Stanford): A comprehensive resource for big picture stats on the state of AI around the world. Most interesting to me were the regional differences around 'AI Optimism', which has increased by +8% in Canada over the last two years.

  • How Public & Experts View AI (Pew): Interesting study comparing how AI experts feel about AI versus the general public; 56% of experts believe AI will have a positive impact over the next 20 years, compared to only 17% of the general public. A big gap.

  • Digital Media Trends 2025 (Deloitte): For my readers in the media space, this piece includes some useful charts showing how social media dominates young consumers' entertainment lives and how social media advertising is more influential vs. ads on streaming services.

Cool Beans

Gemini Live (Google): Some very cool examples of how you can use Gemini with your phone camera to interact with what you see. Just point your camera at what is broken and ask for troubleshooting advice, or at an outfit and ask for style advice.

NotebookLM Mind Maps (Google): So, this might only be ‘cool beans’ to me (‘nerd alert!), but you can now create interactive mind maps within NotebookLM.

Robot That Launches Gum into Your Mouth: No further explanation required.

Digital Trends: 03.15.25

When teaching digital marketing strategy for organizations, I often start with search. Understanding how search works is critical because it help to explains how the web works, and how consumers then use the web to make decisions and complete tasks. This in turn helps to explain how publishers and advertisers use the web to build audiences.

AI & Search

However, AI is starting to change search in significant ways. As more consumers adopt AI tools for their queries, the impact on publishers and advertisers is growing. Google is feeling the impact as it now has less than 90% market share for the first time in 10 years. Not coincidentally, Google recently announced that it is testing AI-only search results, which show AI-generated answers instead of traditional search result links. According to Bain, 80% of consumers rely on these “zero-click” results at least 40% of the time. However, this shift to AI has implications for publishers that rely on organic search traffic. Research shows that organic search volumes (and hence audience sizes) are declining. In fact, the homework help (aka ‘cheating’) website Chegg is suing Google, claiming that its AI Overview feature has harmed its website traffic.

Elena Verna recently shared an interesting analysis on which types of businesses may be most affected. Websites that specialize in providing simple answers, such as WebMD for health information or G2 for tech reviews, have experienced significant traffic drops since the introduction ChatGPT. I also find myself using ChatGPT more for these types of queries - looking for product recommendations rather than sorting through a sea of blue links with ads.

For marketers, this marks an important transition. Experts suggest brands and publishers should diversify their traffic sources, specifically focusing more on social search. Additionally, marketers should start paying attention to how often — and how well — their content appears in AI-generated responses, or “Share of Model” if you’re in the market for a new digital buzzword.

AI Apps & Use Cases

Andreessen Horowitz recently released their latest Top Gen AI Consumer Apps report, which offers an excellent overview of new AI tools and trends. The landscape is changing quickly, as evidenced by the 17 new companies that have joined the top 50. From a marketing perspective, a few notable trends:

  • AI video generation tools are gaining momentum (e.g., Hailuo, Kling).

  • Text-to-code ‘vibe-coding’ tools are becoming finding traction (e.g., Cursor, Bolt).

  • Content production and editing tools continue to dominate the list (e.g., QuillBot, VivaCut).

This tracks with a recent Martech survey that explored how marketers are leveraging GenAI tools. The findings revealed that content generation is by far the most common application; 51% of marketers use GenAI for copy ideation daily or weekly, and 44% use GenAI for copy production daily or weekly.

Fresh Reports

  • The Future 100 (VML): The 11th edition of this gigantic trend deck from VMO is worth a download. It includes 100 trends that span culture, technology, and marketing including ‘chaos packaging’, ‘skintertainment’, and ‘swimmable cities’.

  • Sprout Social Index: This report explores the evolution of internal social media teams with a focus on GenAI. Most team members (93%) see AI as a tool to reduce creative fatigue, with 54% believing it will create new roles and only 10% expecting job cuts.

  • The Geographic Impact of GenAI (Brookings): Unlike other technologies that automated blue-collar jobs, GenAI is coming for highly cognitive, nonroutine tasks that better educated and better paid white-collar workers do. As a result, the impact will be felt more in those cities where more of this work is done (sorry Sunnydale, CA!)

  • The Agentic Organization (Neil Perkin): A smart and practical presentation that places agentic AI in the context of organizational technology adoption, with timely advice on how teams (and strategists in particular) should start experimenting with AI agents.

  • AI & Superagency (McKinsey): A new report reveals employees are using AI three times more than leaders expect, highlighting the need for leaders to provide better training and incentives for its proper use.

Cool Beans

  • Emotional Intelligence & AI Voice: Sesame released an AI voice demo that seems so realistic that users feel “uncomfortable” and “unnerved”. So of course, give it a try.

  • Pokémon Go for Dating: A new dating app called Left Field uses location-based notifications to try and match people IRL, trying to make dating “more fun and serendipitous”. Join the waitlist to get your steps in and start date-stalking here.

  • Revenge Font: A marketing agency office was defaced last year by graffiti, so rather than pressing charges they turned the perpetrator’s graffiti into its own font. Download it here and deface your own documents.

Digital Trends: 02.15.25

It’s tough for marketing teams to simply find the time to trial AI tools, let alone figure out how to optimize processes and teams. From a trial perspective, new research shows that only 52% of CMOs are trialing GenAI (that they are aware of), and only 51% of these same CMOs believe that their marketing operational model (people, processes, partners, platforms) is high performing. For marketing teams trying to figure it out, Neil Perkin articulates a useful vision for an Agentic Organization: “the integration of AI agents to empower humans to step away from repetitive, low-value tasks and focus on areas where creativity, empathy, and critical thinking are indispensable.” Some technology evangelists claim that we are being given "superpowers" as we experiment with these new tools, but new research shows that relying heavily on AI can cause us to lose our human thinking skills. So, is AI making us superhuman or stupid?

What will happen to advertising as more people use AI tools to search for information and answers? For starters, it means a new digital marketing buzzword, GEO. This refers to generative engine optimization, or how brands can increase visibility within the results provided by tools such as ChatGPT. Not surprisingly, research shows that there is a significant overlap with SEO, as having your content appear on Google's first page will increase your chances of appearing in AI-generated answers. This seems like an area that clever marketers and agencies will explore – influencing customers by influencing AI agents.

Marketing Trends

  • Creative Trends from Super Bowl LIX (Kantar): Pulls trends from all of the Super Bowl commercials, including the marketing of AI (campaigns from AI companies, like OpenAI) and the use of AI in ad production (like Seal becoming, well, an actual seal for Mountain Dew).

  • Moving Beyond Linear Funnels (BCG): Marketers like nothing more than shitting on the linear marketing funnel framework, only to introduce a new framework that looks pretty similar to a funnel. Here’s BCG’s latest, which weaves digital-behaviours (streaming, scrolling, searching, and shopping) into the mix.

  • The Future of Planning is the Platform (Madison and Wall): An essay that again starts from the AIDA funnel, but explores how marketers that use AI platforms will benefit from improved personalization, efficiency, integration, and effectiveness.

  • 2025 Creative Playbook (Recess): This is so good. It's a scrapbook of 37 creatives' tips and tools for creative inspiration. Lots of tips for creative thinking and action, including a few new AI tools. Do yourself a favour and give it a skim over a cup of coffee.

Source: Recess

Fresh Reports

  • Digital 2025 (Datareportal): If you’re looking for an up to date data point on global internet, social media, and social usage – this 600+ page report has got you.

  • ChatGPT Mobile Usage (Appfigures): Speaking of age, apparently over half of ChatGPT’s mobile users are under age 25 and 85% are male.

  • Anthropic’s Economic Index for AI: Interesting research on how Claude.ai is being used for real-world tasks across the economy. Today, it is primarily used in software development and technical writing.

  • Listening Habits & Age (Daniel Parris): A few months ago, I shared a report about how, as we get older, we tend to listen to less new music—losing a bit of our “open-earedness.” This follow-up report adds an interesting twist: it turns out that old Gen Xers (like me!) actually skip fewer songs when listening to a channel. All of this to say, if you have any new music you’d like to recommend, I’m all ears (pun intended).

Source: Lloyd Dobler

Cool Beans

  • Humans vs. Robots Half-Marathon: Think being chased by the T-1000 from Terminator 2 was scary? Try racing actual humanoid robots at the Beijing Yizhuang Half Marathon!

  • McAtlas: A global Guide to the Golden Arches: As someone who loved visiting the Maritimes for a McLobster growing up, I love this guide to McDonald’s global locations and unique menu items. Order the book (not the McLobster) here.

  • Duolingo Company Handbook: Every few years a company releases a new handbook that makes everyone else jealous. Crispin Porter + Bogusky had a good one years ago, as did Netflix. This new product-focused handbook from Duolingo is pretty great.

  • Replit AI: Most AI experts say that the future of coding is natural language. Replit is an example of this. It is an app that uses natural language to create, well, other apps. I just spent 10 minutes giving it instructions to create an app for my family to schedule dog walks and it works. Well, the app works, the kids still don’t walk the dog.

Digital Trends: 02.01.25

A few years ago, I launched the Kickframe Toolbox. It started out as a book, which then evolved into an online training resource, and eventually became a website full of marketing planning templates. Like many of my other pandemic projects (sourdough bread, kettlebell workouts, DIY haircuts), it ended up gathering dust.

So, I recently updated the ol’ Toolbox with a few new frameworks focused on AI and marketing. These include the AI + Marketing Guidelines, AI Use Case Pilot, and AI Use Case Exploration frameworks.

All of the templates are now free to download in editable formats including Google Slides and PowerPoint, complete with instructions for choosing and using. My breadmaking supplies are also available for free.

Engagement & Internet Brain

One of my New Year's resolutions is to be more aware of my screen time and to actively seek out content that interests me (rather than being served to me by algorithms). It was also one of my resolutions last year, which tells you how well things are going. It turns out that I am not alone in feeling the trap and the effects of excessive screen time. Internet brain, also known as brain rot, was Oxford's Word of the Year for 2024. A 17-year-old recently wrote an opinion piece for the New York Times advocating for the US to ban TikTok because she is addicted to it. Research also shows that most of us multitask across multiple screens regularly, leading Netflix to design more “casual viewing” content meant to accommodate simultaneous scrolling. Not great. For anyone else struggling to step away from their screens and feeds, research shows that creative activities can help. I love this new app Steppen, which requires you to earn your screen time by walking. More steps equals more scrolling.

Fresh Research

  • Our Life with AI (Google / Ipsos): A new global study shows that the global public is increasingly using and excited about AI. It's interesting to note that 57% believe AI will free up workers' time so they can focus on more rewarding work, while 43% believe AI will increase demands on workers to do more with less.

  • Complement or Substitute (Makela/Stephany): An analysis of 12 million job postings reveals that AI is increasing demand for AI-complementary skills (digital literacy, data science) while decreasing demand for AI-substitute skills (customer service, text review). However, the demand for complementary skills exceeds the negative impact on the demand for substitute skills by up to 50%.

  • The State of Video Gaming (Matthew Ball): Comprehensive annual report on the gaming industry. Interesting findings on how streaming impacts gaming habits - 1.4 million users launch a game for the first time each month after watching a stream.

Great Decks

  • 28 Days of Media Slides (Doug Shapiro): Smart, data-backed presentation on big picture media trends. Describes how creators are disrupting the traditional media value chain, with the internet breaking barriers for distribution and GenAI breaking barriers for creation.

  • Growth² (Zoe Scaman): A new essay / presentation that challenges brands to consider growth through transformation rather than expansion. The back half of the presentation contains some inspiring / illustrative examples.

  • Future of Food & Drink (Bompas & Parr): For a taste of something different (pun intended), check out this fun / stylish deck on food & drink trends, complete with new made-up trend words (which I’m more than guilty of creating myself). My favourites are ‘strangescaping’ and ‘eating the inedible’. Sounds delicious.

Cool Beans

  • En App: “Tell me of the book you seek but cannot name” – a fun app for looking up book titles by describing what they're about. It provides you with some great starting off prompts like “novels where seasonal allergies are actually magic” and “Like Lord of the Rings but with more office politics”.

  • Brian Eno Doc: The new movie uses generative AI to create a unique version for each screening to celebrate Brian Eno’s approach to art – and wreaking havoc on the Rotten Tomatometer.

  • Nokia Design Archive: This is amazing: an interactive portal with over 700 entries from more than 20 years of Nokia's design history. Would love to see more design companies share their past work this way.