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From keyword stuffing to content farms and scaled link-building schemes, SEO has a history of tactics that delivered short-term visibility but little lasting value. Today’s fixation on AI visibility risks following the same pattern. AI search visibility matters, but it shouldn’t come at the expense of useful, original content.

Over 80% of marketers plan on increasing their influencer investments over the next year. But are consumers done with creator content? Influencer fatigue is not a cut-and-dried issue. Brands, agencies, consumers and even the influencers themselves all have a different take. But, every part of the system has a breaking point. If that’s the case, the industry needs to ask itself: Is creator marketing heading toward a time when everyone starts saying “no influencers”?

One of the biggest takeaways from the Association of National Advertisers’ brand conference was how much chief marketing officers are struggling with annual planning. As AI backlash, financial concerns and worsening consumer sentiment pressure the industry, it’s nearly impossible to have the foresight to plan for what might be around the corner tomorrow, let alone 12 months from now.

Meta has shared some new insights into its evolving ad delivery systems, which are increasingly being powered by artificial intelligence. As a result of these AI enhancements, Meta says that its systems are driving better results for ad partners, based on improved user understanding and systematic targeting.

Winning in 2027 will require rethinking how you build demand, earn trust, allocate budgets, and measure success. These shifts won’t happen overnight. They’ll require sustained effort and alignment across sales, marketing, and leadership.

There is a widening gap between consumers’ willingness to use AI to research or compare and find products and their capacity to allow technology such as agentic agents to handle transactions. The payment trust gap is much broader than the adoption gap.

Coca-Cola has undergone a major marketing transformation under global Chief Marketing Officer Manolo Arroyo, addressing issues such as stagnant consumer growth and fragmented marketing efforts. The company has shifted its key metric from brand love to total consumer base, pruned its brand portfolio from over 400 to about 170 and increased digital marketing spend from less than 30% to 70%.