Search Marketing Knowledge Center

Scaling Chaos: Why Codifying Your Brand Is Vital for Survival in the Age of Gen AI

Leading Edge January 8, 2025

Generative AI has the power to scale the success of a well-defined brand, and for those brands it will be truly transformative for all the right reasons. But it can also have the opposite effect on weaker brands, potentially exposing or highlighting flaws. Whether AI helps your brand soar or stumble depends hugely on how well you’ve codified it.

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As ChatGPT Turns Two, Have Marketers Bought into the AI Hype?

Leading Edge January 6, 2025

As AI becomes faster and more advanced, marketers can run queries and develop campaigns much easier on user interfaces using natural language, simplifying activities and removing their reliance on platform experts to do this.

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Will SearchGPT Milk Google’s Search Cash Cow?

Leading Edge November 14, 2024

When ChatGPT was launched in November 2022, many felt that Google Search had finally met its match. However, in the first six months after the launch of ChatGPT, Google Search gained market share versus Bing, powered with AI from ChatGPT developer OpenAI.

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L’Oréal: Future Fit for Future Growth

Event Recaps October 23, 2024

L’Oréal Groupe uncovered the key catalysts for future growth and detailed its strategy to augment marketing with creativity, founded on a strong digital and tech core.

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L’Oréal: Future Fit for Future Growth

Conference Session Videos October 23, 2024

In this video, Asmita Dubey, the Chief Digital and Marketing Officer at L’Oréal Groupe uncovered the key catalysts for future growth and detail their strategy to augment marketing with creativity, founded on a strong digital and tech core.

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Marketing News Quiz for October 12, 2024

Marketing News Quiz October 12, 2024

In this week's marketing news quiz: thirteen states and D.C. sue TikTok, a media company teams up with OpenAI, an update to the Mountain Dew logo, and more.

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This Ice Cream Brand Leveraged Astrology with Its Campaign, Cornetto Love Star

Smarties Awards September 30, 2024

Unilever’s primary strategic objectives were twofold: to increase brand awareness and to deepen consumer engagement. The company aimed to connect with its audience on a more personal level by tapping into the astrology trend, which has a broad appeal.

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Elidor Leverages Generative AI To Create an Immersive Monument in Support of Young Turkish Women

Smarties Awards September 30, 2024

After the February 2023 Turkish earthquake, Elidor launched a program to support young women and encourage them to share artistic renditions of solidarity, culminating in an immersive out-of-home art installation in Istanbul.

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This Bank Created a Chatbot to Drive Business

Smarties Awards September 30, 2024

AkBank’s Proactive Assistant leveraged AI to make tailored recommendations of financial services.

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How Smoothie King Created Summer’s Biggest Thirst Trap Without a Budget

Budgeting Brilliance August 7, 2024

When Smoothie King was preparing to launch its X-Treme Watermelon Smoothie in 2023, the brand faced several challenges: a peak summer season crowded with promotions, a tight five-day timeline, and a vacant media budget.

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AI Campaigns and Case Studies

Pulse July 24, 2024

Below are case studies and campaigns that successfully utilized AI.

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AI Marketing and Ethics Issues: Bias, Privacy, Transparency, and More

ASK Answers July 17, 2024

What ethical risks and issues come along with using AI (Artificial Intelligence) in marketing?

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Nonprofits Are Jumping on the AI Bandwagon

Social Impact April 29, 2024

A majority of nonprofits say they now use some type of AI, but they seek more dialogue and understanding about the burgeoning technology's limitations.

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Text Marketing: Highly Regulated and Needs Permission

Ethics Issue Alerts April 23, 2024

Consumers are likely to believe that the texts received are legitimate and from a trusted source. Unfortunately, consumers have been inundated with so-called unwanted “robocalls” and “robotexts” over many years.

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AI in Customer Experience: Beyond Chatbots

POVs March 13, 2024

Learn how brands can use AI for personalized shopping experiences, predictive customer service, and even emotion recognition to tailor interactions.

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The AI Wave Has Creatives Drowning in “What Now?”

Leading Edge November 7, 2023

The question of where AI fits in the creative world has spiked a fever – a frenzy of curiosity for performance marketers everywhere. But this open question chews at the professional mind geared for performance, especially when it comes to imagining the future of jobs and how people actually work.

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Preserving Brand Authenticity Amid Generative-AI Powered Misinformation

Leading Edge November 6, 2023

Lately, it seems, misinformation is as pervasive as the web devices we use; generative AI has become both a facilitator and a combatant in the ongoing information wars. As the U.S. gears up for the 2024 elections, the risk of AI-fueled misinformation looms larger than ever.

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Generative AI: Let’s Reimagine What’s Possible

Leading Edge November 2, 2023

According to Bombora Company Surge, interest in AI topics remains strong. Intent data in the graph below show that one of the AI topics that has sparked the greatest increase in interest in recent months is AI content creation, as marketers look for powerful ways to apply generative AI to their workflows.

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Prompt Like a Champ: Best Practices for Generative AI Prompts

POVs October 30, 2023

Marketing Futures podcast host and ChatGPT power user Michael Berberich shares his key tips to help you create the perfect AI prompt.

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A New Digital Age Has Begun: Are You Ready for The Fourth Wave of Advertising?

Leading Edge October 3, 2023

I have to admit surprise at how generative AI has so quickly grabbed everyone’s attention in 2023. Clearly, AI’s growing importance in advertising is undeniable, and I look forward to how it will shape our industry in the coming months and years. At the same time, we are on the cusp of an important shift that I predict will have more immediate consequences for our business.

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