A new Billion Dollar Boy study shows marketers are spending more on AI-generated creator content—even as audiences grow wary. Seventy-nine percent of marketers increased AI investment this year, and 77% plan to shift more budget to AI-driven creator campaigns. Yet audience enthusiasm for AI content has plunged from 60% in 2023 to 26% in 2025, reflecting frustration with formulaic, unlabeled “AI slop.” As the creator economy enters its “post-AI” phase, the challenge isn’t whether to use AI—it’s how to use it without losing authenticity.
Duolingo launched Duolingo Ads at Advertising Week New York 2025. The language-learning app is part of a flurry of new entrants in the digital advertising market in recent months, requiring brands to broaden their approach even amid macroeconomic uncertainty to make the most of new opportunities.
The growth of commerce media investments promises to connect brands with customers for longer stretches of the customer journey, especially when shoppers are close to purchasing. Though much of this extended digital journey leaves out the physical store, this strategy is changing.
Square updated its AI, Bitcoin, and food and beverage platforms to help businesses tackle economic pressure and shifting customer expectations. AI features are no longer a strong differentiator for POS providers. But Square’s features are the first time we’ve seen a provider use AI for hyperlocal insights that it can use to maximize opportunities like community events—rather than just gleaning insights based on things like recent sales patterns.
Fifth Third announced that it would acquire Comerica, merging two large regional banks in a deal worth $10.9 billion. The combined bank will have about $288 billion in assets. That knocks BMO, which hold $253.7 billion in assets, including the $16.3 billion added through its Bank of the West acquisition in 2023, out of the top 10. The FDIC recently rolled back scrutiny of large-bank deals, and President Donald Trump signed a resolution repealing a Biden-era rule that tightened merger reviews. The door is now more open to mergers between large regional banks, and a new wave of consolidation could be coming.
Hannah Elsakr, VP of new genAI business ventures at Adobe, framed AI-enabled tools not as a job disruptor but as “an exponential amplifier to our own humanity and creativity,” at LWT’s TechFutures 2025 in New York City this week. She outlined three frontiers reshaping brand storytelling: AI companions, personalized marketing at scale, and world-building around IP. Brands should prioritize scalable AI pilots, adopt commercially safe AI models, and lead internal change from the top. Provenance, licensing, and IP protection must be built in—not bolted on—if AI is to expand creativity without eroding trust.
Gap, Inc. launched a creator platform, the latest move among retailers tapping influencers to extend their cultural reach and attract new customers. Retailers like Gap need creators to stay relevant with consumers—especially younger audiences that get much of their shopping inspiration on social media. But to attract those influencers, companies need to make sure that their incentives measure up. Free products are a good start, but offering sales commissions—as Gap and Lowe’s do—will bring creators on board and keep them in the fold.
Artificial intelligence (AI) is reshaping marketing, from how content is created to how advertisers evaluate transparency and trust on digital platforms. Marketers can harness AI to streamline operations, enabling more campaigns more quickly by analyzing large data sets—but do so thoughtfully—avoid using AI for entire ad creation, as consumers still respond negatively to this. Brands must operate with an eye toward maintaining trust and authenticity.
This sponsored video by Awin will explore how affiliate and referral marketing are driving digital buyer growth among Gen Z.
TikTok announced several upgrades to its AI-powered portfolio at Advertising Week New York on Wednesday. Marketers can use the new tools to increase creative control and drive results with key audiences—but keep in mind that the app’s future in its key market could change ad effectiveness, regardless of what tools the platform offers.
Cash App launched Neighborhoods, a network aimed at connecting local Square sellers with Cash Apps users in their stomping grounds. Leaning into local business support could help drive customer acquisition for mobile wallets. Consumers prioritize the convenience and personal connections fostered with neighborhood vendors, making transacting all the more possible when storefronts are within easy walking or driving distance.
AppLovin’s launch of Axon marks its transformation from mobile gaming to full-scale AI ad platform — and one of ad tech’s boldest pivots yet. The new Axon Ads Manager promises real-time AI bidding, Shopify integrations, and transparent attribution as the company positions itself as a performance-driven alternative to Meta and Google. The rollout comes as the SEC investigates AppLovin’s data practices, spotlighting the tension between AI-powered innovation and compliance. Marketers see opportunity — regulators see risk.
Performance channels are gaining traction among B2B marketers, with 84% now shifting from traditional, impression-focused approaches, per a Madison Logic survey. Brands should keep investing in performance marketing for its resilience amid economic headwinds. The added flexibility will let them adapt based on rapidly shifting economic signals and consumer behavior changes.
Domino’s and Pizza Hut have both unveiled brand refreshes designed to modernize their images while maintaining customer familiarity. Domino’s introduced its first major update in 13 years, featuring a brighter logo, redesigned uniforms, packaging, signage, and a new jingle performed by country artist Shaboozey. Pizza Hut refined its classic red roof logo with a streamlined, all-red look. While Domino’s update comes amid rising sales, Pizza Hut’s follows a period of decline. Together, their moves reflect how timely design updates can redefine consumer expectations and keep legacy brands feeling current in a competitive market.
Amazon is closing four Fresh supermarkets in Southern California, following earlier shutdowns and a UK conversion of all Fresh stores into Whole Foods locations, signaling potential retreat from its mass-market grocery experiment. Despite Fresh’s struggles, CEO Andy Jassy remains bullish on grocery, focusing on expanding same-day delivery and launching the low-cost Amazon Grocery line to attract inflation-hit shoppers. Yet Amazon’s limited physical footprint—far smaller than Walmart’s or Kroger’s—continues to hinder its offline ambitions. While digital efforts show promise, the company still lacks a cohesive grocery formula without a major acquisition.
Amazon Pharmacy will soon roll out kiosks at select One Medical locations in Los Angeles. One Medical patients will use the Amazon app to generate a QR code, which they scan at the kiosk to pick up and pay for prescriptions. The kiosk model highlights Amazon’s focus on accessibility, but it’s unlikely to shift the pharmacy market—at least for now. Still, brick-and-mortar pharmacies must recognize Amazon’s advantage: a customer-centric approach paired with online convenience.
Most (53.7%) visits to US fashion and apparel websites came from direct traffic between July 2024 and June 2025, per an August SimilarWeb report.
Apparel companies that don’t adjust their merchandising strategies in response to rising GLP-1 usage could be stuck with up to $5 billion in excess inventory and costs, according to a report by Impact Analytics. While there are indications that rising GLP-1 adoption is increasing demand for smaller sizes, that shouldn’t be an excuse for brands to reduce plus-size production or jettison inclusive sizing. Companies that move too aggressively to reduce plus-size assortments could alienate customers and lose sales.
Commercetools has debuted Cora, an AI shopping assistant that enables conversational commerce directly on retailers’ sites. Available in preview, Cora interprets natural language queries (e.g., “a red dress under $150”) and maintains context across devices, guiding users through search, filtering, and checkout. Unlike static chat widgets or keyword search, Cora reduces friction in the path to purchase by making AI a functional part of the shopping journey. The white-label model helps brands retain control and identity while tapping into Commercetools’ infrastructure—positioning Cora as both a conversion tool and a brand-safe alternative to third-party discovery engines.
AI adoption is reshaping how brands work with agencies. According to Typeface’s Signal Report, 83% of marketing leaders would cut agency spending if they could automate content creation, and 11% would stop using agencies entirely. As AI tools like Meta’s creative suite expand, agencies face pressure to prove their value beyond content production. While many marketers are reorganizing teams around AI, agencies still play critical roles in strategy, AI governance, and paid media. To stay relevant, agencies must shift from execution to integration partners that help clients navigate AI transformation and maintain strategic oversight.