Executive summary

This briefing outlines critical shifts in corporate strategy, media engagement, and regulatory environments. Traditional businesses are reassessing AI's role, blending it with human expertise, while digital-first brands leverage AI for personalised commerce. The media landscape demands integrated, multi-platform campaigns and a re-evaluation of content effectiveness. Concurrently, data privacy and ethical AI use are driving new compliance frameworks and brand transparency efforts.

Corporate strategy & commerce

Organisations are navigating a complex landscape where the limits of artificial intelligence (AI) in critical operations are becoming apparent, while simultaneously pushing for digital transformation and brand repositioning. Notably, Ford has rehired veteran engineers after AI-powered manufacturing checks proved unreliable, highlighting the enduring value of human expertise in quality control. This signals a broader industry trend towards hybrid human-AI operational models, where AI augments rather than fully replaces skilled human roles.

In retail, the sector faces multifaceted challenges, from the rise of fraudulent online activities impacting brand trust and sales, as noted by Australian retail leaders, to the strategic pivot of companies like ThredUp. ThredUp is driving growth through a combination of AI, cultural fluency, and data-driven storytelling, using AI to power natural language search and personalised recommendations. This underscores that while AI enhances discovery, authentic customer connection and addressing real-world pain points remain paramount.

Further demonstrating strategic shifts, the National Basketball Players Association (NBPA) launched Plyrs Untd, a B2C brand that commercialises the collective intellectual property of over 500 NBA players. This initiative aims to shift the endorsement model towards co-creation and collective ownership, demanding that brands adapt their partnership strategies. Similarly, Sony’s decision to cease physical disc production for new PlayStation games by 2028 reflects a broader industry move towards digital distribution, impacting consumer ownership and resale markets. These developments indicate a commercial environment that values integrated solutions, adaptable business models, and the strategic harmonisation of technology with human insight and brand purpose.

Media, channels & market intelligence

The media and market intelligence landscape is characterised by increased complexity and a demand for more refined, data-driven strategies. Google Ads performance is now heavily influenced by campaign structure; over-segmentation can hinder machine learning, leading to inefficient budget allocation and sub-optimal results. Marketers are urged to consolidate campaigns and ensure clear alignment between Google Ads and business objectives to maximise the effectiveness of Smart Bidding and Performance Max.

Digital out-of-home (DOOH) advertising is becoming more precise with solutions like JOLT’s Spark Intelligence AI platform, which uses real-time mobility data to optimise ad delivery for specific audience windows. This has shown significant lifts in store visitation and brand consideration for major brands, challenging traditional DOOH planning assumptions. Meanwhile, competitive intelligence is expanding, with Bigdatr launching connected TV (CTV) ad spend and creative monitoring, providing marketers with crucial visibility into competitor strategies across major streaming platforms.

Social media platforms are evolving into powerful search engines, with TikTok, for instance, seeing nearly half of US consumers use it for discovery. This necessitates an expanded SEO strategy that considers visual, social, and location-based cues, alongside AI-assisted features like chatbots and summaries. This shift highlights a convergence of social media, e-commerce, and search, requiring multi-platform content and discovery strategies. Creative work continues to seek distinctiveness, as seen with refillable deodorant brand Fussy adopting a provocative, humorous tone in its first TV campaign to cut through traditional sustainability messaging. Integrated campaigns, such as UM's partnership for ING across Seven and LiSTNR, demonstrate the increasing effectiveness of combining multiple media channels through strategic agency collaborations. This points to an industry trajectory where integrated, data-informed, and culturally fluent campaigns are essential for earning attention and driving commercial outcomes.

Privacy, policy & regulation

Data privacy and regulatory compliance are increasingly central to technology adoption and brand strategy. SaaS providers like Notion are emphasising robust data protection measures for their AI features, including contractual agreements prohibiting customer data use for model training, and adherence to SOC 2, ISO 27001, GDPR, and CCPA standards. For enterprises, zero data retention policies and HIPAA compliance for sensitive information are becoming critical differentiators. This trend is echoed in the development of secure infrastructure for AI agents, such as WorkOS Pipes, which provides compliance-focused integrations for enterprise applications, ensuring scoped consent, encrypted credentials, and clear revocation processes.

In the public sector, the Haverford School Board’s approval of AI platforms, despite privacy concerns, demonstrates the balancing act institutions face between innovation and ethical data use, often resolved through explicit contractual provisions. However, regulatory unpredictability can have severe market consequences, as illustrated by Thailand’s legal U-turn on cannabis, which has led to the closure of thousands of dispensaries due to stringent new health-purpose-only restrictions.

Furthermore, the ethical implications of AI-generated content are being addressed through technological solutions. Google DeepMind's Nano Banana 2 Lite image model includes SynthID, an invisible digital watermark to identify AI-generated images, fostering transparency. Marketers are also being urged to consider "Brand Language Architecture" to ensure verbal identity consistency as AI scales content production, guarding against brand degradation. Overall, the industry trajectory points towards a heightened focus on clear data governance, built-in safety features for AI, and the establishment of robust, formal frameworks to manage brand identity and content authenticity in a rapidly evolving digital and regulatory environment.