When Marketing Gets Political, It's Time To Be Brave

"AI is helping, though the technology's promised efficiency gains aren't quite there yet. Just over three-quarters of retailers say they've adopted AI agents, but they're still at the pilot and experimentation scale. And just about as many-72%-say AI usage is primarily at the individual level at this point. However, marketers are likely using the technology in some critical areas, including campaign content personalization. About 65% say they are personalizing content for each customer segment."

"A total of 72% said they need three to four weeks to get a multi-channel marketing campaign up and running-and most retailers likely put extra time into preparing for the holiday season. Still, 86% wish it were possible to take two weeks or less to mount a large campaign. As the Christmas season draws closer, it may become more apparent who's mastered AI tools enough to quickly pivot and get new campaigns off the ground."

"Last month, an anti-tariff TV ad from Canada's Ontario province featuring audio and video of a 1987 radio address from former President Ronald Reagan turned heads, elicited gasps-and got an extra 10% tariff slapped on Canadian imports by President Donald Trump. I talked to Joycelyn David, CEO of Canada-based multicultural marketing agency AVC, about what this moment says about the politics of advertising. An excerpt from our conversation is later in this newsletter."

Retail marketers report universal increases in content demand while only 58% feel resourced to meet it. Brands are shifting content creation in-house, with 51% cutting spend on content agencies. AI adoption is widespread but largely experimental: just over three-quarters have adopted AI agents, and about 72% say usage is primarily at the individual level. Marketers are applying AI to areas like campaign content personalization, with roughly 65% personalizing content by customer segment. Most retailers need three to four weeks to launch multi-channel campaigns, though 86% wish such campaigns could be mounted in two weeks or less ahead of the holiday season.

Read at Forbes