AI's Impact on Modern Marketing

AI is transforming modern marketing by enabling brands to leverage data-driven strategies, enhance advertising, and optimize content creation. This shift is evident as companies like Unilever and HOKA integrate AI to build stronger brands and stay competitive.

Brand Building with AI

Nicolas Mermoud, co-founder of HOKA, shared at Shoptalk Europe how the brand was built on emotional connection and innovation. HOKA defied traditional category logic to create a loyal following. This approach highlights the importance of emotion in AI-driven brand strategies.

Canva’s AI-Powered Experiential Marketing

Jimmy Knowles from Canva discussed the use of AI to redefine brand experiences at SXSW London. Canva’s strategy involved blending local culture with AI to create immersive, emotionally resonant campaigns. This demonstrates how AI can enhance brand presence on a global scale while maintaining local relevance.

AI in Advertising

AI is revolutionizing advertising by making it accessible for small and midsize businesses. Tools from Meta and Google automate ad creation, targeting, and personalization, allowing brands to maximize their budgets. However, the use of AI-generated content raises questions about creative control and authenticity.

Unilever’s Data-Driven Marketing Model

Unilever is shifting to a data-driven, social-first marketing approach. This model emphasizes consumer insights, creator collaborations, and eCommerce integration. Unilever’s strategy focuses on agility, omnichannel presence, and trust-building, adapting to platforms like Walmart and Amazon.

Answer Engine Optimization

As AI search becomes more prevalent, ad agencies are adopting Answer Engine Optimization (AEO) to improve visibility. AEO is crucial for marketers to prepare for the evolving landscape of AI-driven search, ensuring their content is easily discoverable by AI algorithms.

AI in Ecommerce: Victoria Beckham’s Strategy

Kate Hurrell, Head of Ecommerce at Victoria Beckham, is exploring AI’s role in generating and testing imagery and video for ecommerce. AI’s ability to scale content while maintaining brand integrity is a key focus, as it enables personalized shopping experiences.

TikTok Marketing: Bubble Skincare’s Approach

Bubble Skincare took a bold approach by deleting its entire TikTok feed, a move that sparked curiosity and reflected the brand’s creator-native and clinically legitimate identity. This strategy highlights the importance of authenticity and creativity in TikTok marketing.

Google’s AI Overview Ranking Factors

Google’s AI Overviews now prioritize branded web mentions over backlinks. This shift indicates that brand-first optimization is becoming more critical for SEO success, as branded mentions show a higher correlation with search visibility.