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Gen Alpha is already transforming branding

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Gen Alpha loyalty is all about world-building, and brands need to keep up.

It may seem crazy to be talking seriously about children’s brand expectations, but as Gen Z edge towards thirty and the first wave of Gen Alpha hit fifteen, their entry into adulthood is rolling in fast and with that, an evolving P.O.V.

Every generation arrives with its own cultural wiring, but Gen Alpha is the first to grow up in a world where interactivity isn’t a novelty, it’s the default. They learned to swipe before they could talk, navigated YouTube long before they could read, and moved through digital worlds with an ease that makes ‘digital native’ feel outdated.

Participation Is the new loyalty

Apple projections of Christmas tree onto Battesea Power Station

Apple’s latest competition invites participation (Image credit: Apple)

For years, marketers have obsessed over Gen Z’s loyalty problem. It’s not going to stop with Gen Alpha.

According to YPulse, their brand attachment is conditional and fluid, driven less by habit and more by participation. They don’t pledge allegiance; they engage. If you give them something to do – something to unlock, remix, design or win – they’ll come back.

Apple is giving a great demonstration of this in the run up to Christmas – Design a Christmas tree with your iPad and it might be projected on to Battersea Power Station.

Gen Alpha has been raised in worlds (Minecraft, Roblox, Fortnite) that reward contribution, curiosity and co-creation. They’re all too familiar with the dopamine of designing and building, and being a part of the process. So when it comes to loyalty, while traditional loyalty programmes are built on repeat purchase, Alpha loyalty is built on reciprocity.

The takeaway is that brands will need to consistently show up and continue to offer different opportunities for interaction and participation. Shout out to JD Sports and their Christmas ad (above); a brand with campaigns rooted in youth integration.

From campaigns to ecosystems

A campaign has a beginning, middle, and end. An ecosystem doesn’t. It expands. It adapts. It gives you somewhere to go.

Gen Alpha is used to open environments where they can choose a path, double back, discover something hidden, or bring their friends along for the ride. While they don’t need a cinematic universe to feel engaged, they do want to feel like there’s opportunity to contribute or reinterpret.

LEGO creates endless ways to build, remix, and reimagine – both physically and digitally. Spotify lets people narrate their own identity through playlists, Wrapped, shared listening, and social moments. Both brands release ingredients, not finished stories, and let the audience assemble something that feels like their own.

Why linear ads fall flat

Linear campaigns, even great ones, feel restrictive and static to a generation raised on open-world play. They grew up moving through infinite digital spaces, switching roles, and shaping narratives that evolve with every decision. A 30-second ad, or even a beautifully crafted brand film, simply doesn’t match how they experience culture. They’re used to stories that branch, respond and evolve with them.

The format matters less than the feeling

Instead of linear ads, brands should build modular, explorable stories – ones that reward participation, remixing and discovery. Think playable storytelling, dynamic content that responds to audience actions, and narratives that unfold across touchpoints instead of following a single script. The format matters less than the feeling. It’s that sense of agency, participation, and shared creation that hooks them in.

The takeaway

Brands that want to matter to them need to hand over the tools, open the doors and give them room to play. Build systems where they can influence the shape of an idea, customise their experience, and feel the impact of their participation. Reward the contribution, not just the transaction.

And don’t mistake early enthusiasm for commitment. They behave like explorers: curious, mobile, quick to move on if there’s nothing new to discover. Keep the path open with ongoing prompts, unlocks and fresh layers that give them reasons to return. The goal isn’t to hold their attention – it’s to give them somewhere to go.

Feature Image credit: JD Sports

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Louise is strategy director at Seed and a youth-focused brand experience strategist known for turning moments into measurable conversion. With roots in PR, social and creator-led comms, she brings an amplification-first mindset to everything she builds. She has partnered with brands including LEGO, Amazon Prime Video, Spotify, Diageo, Campari and Revolut.

Sourced from CREATIVE BLOQ

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16 Big Social Media Trends B2C Brands Should Be Acting On This Year

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Sourced from Forbes

Social media is one of the most important channels modern B2C brands use to get discovered, shape audience perception and spark real interest with consumers. As people change how they browse, shop, buy and interact with brands online, social media platforms are evolving along with them, favouring authentic content that builds a sense of real connection.

For B2C brands to stay relevant and meet audiences where they are, it’s essential to stay up on major shifts and developments in social media to understand how to best leverage or prepare for emerging trends. Here, 16 members of Forbes Agency Council explore the biggest social media trends influencing B2C marketing today to help brands make informed decisions about where to focus their efforts.

1. TikTok Ads

TikTok ads are winning the game when it comes to B2C advertising. Often, they are overlooked, and now with new advancements in TikTok Shop, buyers can click through to purchase seamlessly. TikTok advertising also seems to be less expensive than buying Meta ads, and the platform often offers advertisers incentives for coming on board. – Adrian Falk, Believe Advertising & PR

2. Raw, Real Experiential Content

There is a big shift in B2C brands moving away from their ultra-polished, longstanding brand messaging toward raw and real experiential content that taps into a consumer’s vibe. Social media platforms are rewarding brand content that looks less like an advertisement and more like something a real person would post: content with personality. Brands should get on board or risk being left at the station. – T. Maxwell, eMaximize

3. Social Platforms As Search Engines

Social platforms are becoming powerful discovery and search engines, especially for younger audiences. B2C brands should treat them like modern storefronts—optimizing content for searchability and relevance. The key is knowing your audience, how they search and the type of content they trust and engage with. – Dani Mariano, Razorfish

4. Reddit

Consumers are talking about your brand and competitors’ brands in subreddits. And the major AI players weigh Reddit heavily as a trusted source. Brands that aren’t sure whether they should treat Reddit as a valuable community should check their analytics and use platforms like SparkToro to see if their target audiences are on Reddit. – Joanna Wiebe, Copyhackers

5. More Intimate Connections

One of the biggest shifts I’m seeing is the rise of intimate social—brands moving away from chasing mass virality and instead cultivating smaller, high-trust spaces like Close Friends lists, private communities or creator-led collaborations. People are tired of performative marketing; they want belonging and truth. If it deepens connection, it’s worth it. If it’s just noise, pass. – Jacquelyn LaMar Berney, VI Marketing and Branding

6. AI-Generated Creativity

AI-generated creativity will be a major trend that B2C brands need to adopt. Brands should take a closer look at AI characters, as some may fit their storytelling. Today, this approach can have a second life, especially across social platforms. Another closely related trend is AI-empowered user-generated content. However, this is an ethical question for brands, as it carries significant reputational risks. – Oksana Matviichuk, OM Strategic Forecasting

7. Short-Form Video

Authentic, short-form video continues to drive engagement across TikTok, Reels and YouTube Shorts. At our company, we guide brands to participate only when the content aligns with their tone, values and ability to sustain consistent storytelling. The key is relevance and real connection, not replication of trends. – Durée Ross, Durée & Company, Inc.

8. Authenticity Over Aesthetics

One major trend right now is the shift toward authenticity over aesthetics. Audiences are responding to real, unfiltered content like behind-the-scenes clips, founder moments and quick, honest storytelling. Before jumping in, brands should ask if it aligns with their values and voice. Authenticity only works if it’s genuine, not forced. – Bryanne DeGoede, BLND Public Relations

9. Social Commerce

A significant social media trend for B2C brands is the rise of social commerce. Brands can assess participation by considering product suitability for visually driven shopping, audience readiness and the ability to offer a seamless checkout experience. When these align, social commerce can convert engagement directly into measurable sales. – Jessica Hawthorne-Castro, Hawthorne Advertising

10. Conversations With Consumers

Being involved in community conversations across social platforms and directly conversing with the consumer is of huge importance for brands today. It helps establish brand identity and build trust with your core audience. Brands should not shy away from this, but they should be mindful of how they communicate with consumers. – Jordan Edelson, Appetizer Mobile LLC

11. DM-Driven Commerce

One trend I’ve been seeing recently is commerce moving into direct messages. Comments and messages on Instagram and TikTok are turning into carts and loyalty moments. Brands that can consistently reply and route chats into their CRM system can jump in. They can test a two-week, DM-only drop and regroup if their response time slips or the payback isn’t there. Done right, it feels like a boutique conversation at scale. – Gabriel Shaoolian, Digital Silk

12. Storytelling

Storytelling is still king. It’s what sets human creativity apart from AI content. But not every brand needs it. Some just need to give clear instructions so customers can grab the content they need and move on. While that’s true for, say, utility companies, in life sciences, for example, stories build trust with patients or healthcare providers. – Nataliya Andreychuk, Viseven

13. ‘Algorithmic Authenticity’

The biggest shift is the rise of “algorithmic authenticity.” Raw, unfiltered content now beats polished ads because audiences trust what feels real. But not every trend is worth chasing. Before you jump in, ask: Does it serve your story, or just the algorithm? If it’s not building real connection or credibility, skip the hype and focus on impact. – Lars Voedisch, PRecious Communications

14. Creator Ecosystems

The biggest trend is the rise of authentic creator-style content over polished brand ads. Consumers trust faces more than logos. Smart brands now build creator ecosystems instead of running isolated influencer deals. Before jumping in, brands should assess fit—whether a creator’s audience shares your values, tone and desired emotional response, and if they’re your target demographic. – Tony Pec, Y Not You Media

15. Private Groups And Niche Communities

There does seem to be continued growth of private groups and niche communities. Platforms such as Next-door, a private social network that connects neighbourhoods to discuss local issues, offer opportunities for brands to hyper-target not only geographically and democratically, but also behaviourally and by interest. – Ellis Verdi, DeVito/Verdi

16. Creator-Driven Microcontent

A major social media trend for B2C brands is the rise of authentic, creator-driven microcontent—short, unscripted videos that build trust faster than polished ads. Before jumping in, brands should assess whether their voice fits naturally in that space. If authenticity feels forced, it’s better to collaborate with creators who already embody the brand’s values and audience tone. – Paula Chiocchi, Outward Media, Inc.

Feature image credit: Getty

Sourced from Forbes

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Ingenious new Heinz ads reinvent the tomato

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The adorable designs have won my heart.

Heinz has released an ingeniously simple new ad campaign that’s captivating sports fans in China ahead of the upcoming National Games. Turning the humble tomato into a canvas for creative cleverness, the charming ads are a perfect homage to China’s sporting excellence.

It’s easy to think that the best adverts need to be bright and showy to make a statement, but Heinz’s low-key campaign proves that sometimes a simple idea is just as eye-catching. Playful, creative and joyful, Heinz’s new ads are a wonderfully refreshing take on sports-themed branding.

Heinz billboard ad(Image credit: Heinz/Heaven & Hell Shanghai)

Created by Heaven & Hell Shanghai, the adorable new campaign features a series of humble tomatoes, with leaves that have been shaped to represent various sports. From lunging fencers to diving swimmers, the simple silhouettes are surprisingly dynamic, creating a vivid array of cleverly on-brand sporting homages.

In total, 34 unique tomato leaf athletes were created to represent each of the National Games sports, accompanying the tagline “Every tomato that strives to win is in Heinz.” The campaign is set to launch on socials alongside OOH across Guangdong, from subway stations to elevator screens.

Image 1 of 3
Heinz tomato ads
(Image credit: Heinz/ Heaven & Hell Shanghai)

For more inspiring design, check out this stylish stamp collection that brings typography to life, or take a look at the stunning Milano Cortina 2026 Olympic and Paralympic posters

Feature image credit: Heinz/Heaven & Hell Shanghai

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Natalie Fear is Creative Bloq’s staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s Day in the Life series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot).

Sourced from CREATIVE BLOQ

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Why Marketing Savvy is the Important Attribute of Successful Entrepreneurs

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By Kirk Stange ,edited by Micah Zimmerman 

Key Takeaways

  • Marketing proficiency is the foundation of every successful entrepreneurial venture.
  • Without effective marketing, even great products and services go unnoticed.
  • Entrepreneurs must master marketing before focusing on other business skills.

Several key attributes contribute to being a successful entrepreneur. For an entrepreneur to succeed, they must have multi-faceted skills in various areas.

Knowing how to structure a business administratively is a vital skill for an entrepreneur. For example, having well-defined structures and procedures for business management is critical. Effective business management skills are essential. Obviously, the larger the company, the more challenging this can become.

Figuring out how to have a successful financial plan within your business is also essential. Any business needs to have a workable budget and financial plan. It is also crucial to be able to create accurate and realistic forecasts for the future. Without such financial data, most businesses will quickly get into trouble.

Understanding the best strategies for recruiting and retaining talent is crucial. For any business to succeed, hiring the best legal talent available is essential for driving business growth. To do so, companies need to understand where and how to post jobs that align with their business needs. They will also need to know how to pursue the best talent actively.

Furthermore, making clients and customers happy is also essential for a sustainable business. There is no way any business can succeed if most of its customers and clients are not satisfied with the goods or services it offers. If customers and clients are not happy, the word can spread. A business also ends up with negative online reviews, which makes it harder for the company to succeed.

However, knowing how to create a successful marketing plan is a crucial skill for an entrepreneur. For any business to get off the ground, an entrepreneur must know how to attract customers or clients to the company. Many entrepreneurs are skilled in other areas, but they often lack a comprehensive understanding of the best practices for marketing their business. Until they become proficient in understanding marketing, any entrepreneurial efforts will likely not be successful.

Why is marketing the most important skill of an entrepreneur?

The Know-how to advertise successfully is complex and cumbersome. Many businesses engage a marketing company to develop and implement a marketing plan. Such an approach can be hit or miss for many businesses, as some marketing companies may or may not do a great job. Many marketing companies may not understand the specific niche of your line of business.

Understanding how business marketing works, from top to bottom, is key for businesses that succeed or fail. In this day and age, digital advertising probably makes the most sense for many businesses because you can better target those in need of your company’s services through search engine optimization and online advertisements that target those in need of your company’s goods or services.

Having a web page with lots of content is crucial for most businesses. Advertising through the major search engines can also make sense, in addition to engaging in search engine optimization, so that the website appears organically and through artificial intelligence tools like ChatGPT. Pay-per-click advertising can also make a lot of sense for many businesses, as advertisements appear when individuals are searching for companies in a particular area.

Another option to consider includes paid advertising through social networking sites. Social networking sites can result in more visibility than radio and television at a more palatable cost. Most people think of Facebook and X, but there are many other options available, including Pinterest, Reddit, LinkedIn, Snapchat, TikTok and other social media platforms.

Some businesses, however, still like to brand through television, radio, billboards and other conventional means. Such an approach can be cost-prohibitive for many companies, leading to overspending. Branding also does not necessarily result in leads.

Other businesses may resort to word-of-mouth marketing. They may become active in the community through referral groups, civic or community activities, door-to-door soliciting and other means. However, these techniques may not deliver the boost that most businesses need.

Before you launch, analyse your marketing prowess

Any entrepreneur must carefully consider their marketing strategy before launching a new venture. Many entrepreneurs need to enhance their knowledge and skills in marketing before they take the plunge. Otherwise, they will lack sufficient customers or clients to sustain and grow the business. Even if the products or services are top of the line, if the marketing efforts are not well thought out, most in the community will not even be aware of them.

It might mean reading some marketing books and literature. For others, they may need to take some marketing classes. For those who are self-taught, they might conduct research online through search engines and artificial intelligence tools. It can also mean meeting various marketing professionals to get their ideas and input.

However, until marketing knowledge and plans are where they need to be, many should understand that marketing is the first skill any entrepreneur needs to learn. Without marketing proficiency, there will not be enough business coming through the door to sustain the business. Yes, once a company gets off the ground, the other skills are equally important. However, if you are considering the chicken or the egg question, it’s marketing.

By Kirk Stange 

Kirk C. Stange is a Founding President and Attorney at Stange Law Firm. Mr. Stange built Stange Law Firm from the ground up, starting in 2007. Stange Law Firm now has offices in nine states, continues to expand, and is the second-largest family law firm in the country, with thirty offices.

Edited by Micah Zimmerman 

Sourced from Entrepreneur

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A Digital Marketing Shift: Are Influencers Out And Communities In?

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By Solomon Thimothy

Using the faces of movie stars, supermodels and wealthy businesspeople to promote brands is nothing new; the tactic has been around for a long time. Since the introduction of social media in the early 2000s, influencer marketing has become one of the go-to sales techniques, but the tide is changing.

Celebrity endorsements of products and services are certainly effective and will likely continue to be, but consider two things: First, there are more ordinary people in the world than famous people. Second, as we’re increasingly bombarded with advertising, people want to buy from brands that reflect who they are. Furthermore, 86% of Americans say transparency from businesses is more critical than ever before. The desire for authenticity is precisely why we’re seeing more brands using the communities they build themselves; they’re taking real people’s stories and using them to promote what they’re selling in their advertising.

Real People Are The Real Influencers

Good marketers understand that creating a thriving brand community depends on their ability to speak to their target audience directly, engage them, offer a solution to their problem, and create a long-term relationship based on trust. When platforms like Facebook and Instagram were at their peak, there was a genuine drive to get people to like, follow and comment on brands’ social media content to build that sense of community. Businesses primarily promoted their content using the people behind the scenes or familiar faces, like celebrities, as brand ambassadors.

The message sold to people through influencer marketing, mainly through the use of well-known, highly successful people, is that “if you use this product, you can be just like me.” But we’re seeing consumers move away from this messaging and toward businesses in which they see people like themselves represented.

Is Less Best?

Nano-influencers—who have 1,000 to 10,000 followers on social media—have the highest engagement rates at 2.53%—a significant jump from the mega-influencers of the world, who sit at 0.92%. As a result, brands are piggybacking on the success of user-generated content (UGC) by collaborating with their everyday customers to advertise their offerings and humanize their content.

While the stars are still getting their time to shine in advertising, businesses are capitalizing on this marketing strategy, and for a significantly lower cost.

Brands Are Redefining Community Building

Back to the idea of brands asking for likes, follows and comments—we’re not seeing this as often anymore. Instead, companies are developing more innovative ways to build a community around them by offering customers more of what they want.

Private groups, interactive livestreams and broadcast channels have been popping up everywhere as accessible ways to connect like-minded people, open up a space of belonging and gain valuable audience insights. These online community groups and events market themselves just by having people attend them, much like many brands hosting in-person events.

How To Create A Community

In my experience working with businesses to grow their brands, I’ve learned a thing or two about engaging your audience in a meaningful way and creating a community around your brand that makes consumers feel like part of the journey.

Step 1: Gain A Deeper Understanding Of Your Audience

Knowing the age and gender of your audience members is the first step, but to build a community, you need to do more than just scratch the surface of who they are. Find out what they really need, what they expect from a brand when they purchase, and the things that are most important to them.

How? By conducting surveys, using social listening tools and taking the time to get to know who they are. Knowing your audience inside and out will help you connect with them and encourage them to share a piece of themselves with you and your community.

Step 2: Determine The Purpose Of Your Community

People won’t be interested in joining your community if it doesn’t have a strong, clear purpose. But it can’t be just any purpose. For them to engage, it must align with their own values and belief systems. Establish your purpose, and then make sure it’s reflected in every piece of content you create and every message you communicate.

Step 3: Choose The Best Platform

Choosing a platform to create a community where your audience isn’t likely to hang out is pointless. Consider where your community members spend most of their time, depending on who they are and how they consume content. While some people are most likely to contribute to private Facebook groups, others might prefer to scroll through TikTok. Know where your audience goes and meet them there.

Step 4: Maintain Consistency

Your community wants to feel heard and like they’re part of something genuine. So make sure your brand’s tone, messaging and values remain consistent.

Remember that people connect with real people, not machines. Whatever you share with your community, focus on authenticity and creating content that speaks to them directly.

The Power Of Community

The marketing landscape is changing. You no longer have to land someone as famous as Kim Kardashian as a brand ambassador to get people talking about what you’re selling—a dedicated community will do it for you.

Regular people telling regular stories about how your product or service has added value to their lives can be just as, if not more, beneficial to brand growth. The first step is to foster an environment where your customers feel like part of the brand journey. Putting them in the spotlight connects your business to the rest of the world.

Feature image credit: Getty

By Solomon Thimothy

Solomon Thimothy is the President of OneIMS, where he works with agencies and clients to develop predictable and scalable growth strategies. Read Solomon Thimothy’s full executive profile here.

Find Solomon Thimothy on LinkedIn and X. Visit Solomon’s website.

Sourced from Forbes

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3D artists are shunning AI generators, survey suggests

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Are 3D model generators still not up to the hype?

AI art seems to be everywhere, from social media content created for quick engagement to games on Steam and even Coca-Cola’s Christmas ad. But how prevalent is the use of generative AI among creatives?

The tech is such a controversial and potentially radical force for change in the creative industries, that a range of surveys are trying to get a handle on how much it’s really being used and by whom. So far, there have been some widely divergent findings.

Pie chart showing AI use among 3D artists according to Poliigon State of 3D survey

Figures on AI policy from Poliigon’s State of 3D 2025 survey (Image credit: Poliigon)

Poliigon, the 3D resource library founded by Andrew Price, has published State of 3D 2025, its latest annual survey of 3D artists. It received 3,779 responses from 3D artists around the world via its own newsletter, the This Week in 3D Newsletter and social media.

According to the responses, only 22 per cent of 3D artists use AI in their work daily or a few times a week. That’s despite 46% of companies having no restrictions on the use of AI, while only 9% ban all AI use. Some 26 per cent of respondents said they never used AI image generators and 24% used them only a few times per year.

As for AI 3D model generators, usage was even lower. Some 68% said they never used them, and under 5% said they used them daily or a few times a week while 15% said they used them a few times a year.

Pie chart showing AI use among 3D artists according to Poliigon State of 3D survey

(Image credit: Poliigon)

Among those who do use AI 3D model generators, there were more non-professionals than professional artists. And the majority of people who say said they use image generators used them for concept art or look dev – although 18% of all respondents said they used AI generators for final assets.

While some see the survey was a rejection of generative AI for 3D work, it may also be the case that the tech still just isn’t good enough for creating final 3D assets. 3D model generators remain severely limited compared to image generators.

Other data from the survey suggests that the advertising industry remains the dominant source of 3D work, while Blender was the most-used software among 3D artists (79% of respondents).

Blender was followed by Photoshop (56%), Substance Painter (29%) and Unreal Engine (27%). However, Houdini scored best when respondents were asked to rate how well their software of choices meets their needs (see our guide to the best 3D modelling software for more options).

As for model libraries, CG Trader is now ahead of TurboSquid in the survey. Almost three quarters of respondents had fewer than 10 years experience in the industry, and the majority were aged between 25 and 44. Over a quarter earn under $20,000 a year. Those with a degree in a related field (nearly half of participants) tend to earn slightly more.

Feature image credit: Poliigon

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Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.

Sourced from CREATIVE BLOQ

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You can now block stolen video reposts on Facebook and Instagram

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By Manisha Priyadarshini

New Content Protection tools let you spot, block, or claim copied videos.

What’s happened? Meta has launched a new Content Protection tool on Facebook to help creators stop people from reposting their videos without permission. It automatically scans Facebook for copies of your reels or videos and alerts you when a match is found.

  • When someone uploads a video that looks like yours, Facebook will flag it and show you details like match percentage, view counts, and the other account’s audience.
  • You can then choose to either block the repost, claim it for yourself, or allow it.
  • The feature is rolling out globally on mobile first, with desktop support coming soon inside the Professional Dashboard.
Content-protection-tools-meta-professional-dashboardMeta

Why it matters? Creators have been frustrated for years with people re-uploading their videos, earning views or money off someone else’s hard work. Meta is trying to fix that by giving creators more control and real-time visibility.

  • The system uses matching tech similar to Rights Manager for identifying exact and near-exact copies.
  • It gives creators options beyond takedowns, and you can claim credit or decide whether to allow the reuse.
  • Meta’s goal is to reduce spammy or recycled content across feeds and make original videos stand out more.

Why should I care? If you’re a creator, this tool helps you protect your videos without constantly hunting for reposts.

  • You’ll get alerts as soon as your video is reused, so you stay in control.
  • Creators who rely on credit, reach, or monetization get a better shot at protecting their work.
  • If you’re not a creator, this still affects you as a viewer by showing fewer low-effort duplicates in your feed and more genuine content.
review-stolen-content-on-facebookMeta

OK, what’s next? Before using this feature, here are a couple of things you should know:

  • Content Protection only covers videos originally posted on Facebook; it can detect copies on Instagram, but only if the original reel was uploaded to Facebook first.
  • The feature is rolling out to creators in Meta’s monetization program who meet its “enhanced integrity and originality standards,” along with creators already using Rights Manager. Others can apply for access directly.

Meta has been rolling out a wave of creator-focused updates lately, from adding a disappearing-posts feature on Threads to dropping the language barrier on Reels with automatic translations, and even letting friends join your Marketplace chats to help negotiate better deals.

Feature image credit: Meta

By Manisha Priyadarshini

Manisha likes to cover technology that is a part of everyday life, from smartphones & apps to gaming & streaming…

Sourced from digitaltrends

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Will AI mean better adverts or ‘creepy slop’?

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By MaryLou Costa

Imagine one night, you’re scrolling through social media on your phone, and the ads start to look remarkably familiar. They’re decked out in your favourite colours, are featuring your favourite music and the wording sounds like phrases you regularly use.

Welcome to the future of advertising, which is already here thanks to AI.

Traditionally advertisers on social media could target people by the demographic segment they were deemed to fit into – for example, if you’re a student in Edinburgh or a 35-year-old woman who likes yoga. Ads would “follow” you around the internet based on what you’d been searching.

But using the ability of AI to draw on vast quantities of data, companies like Cheil UK can create thousands of different ads that are tailored to different personalities and personal situations. The aim is to show countless different ads to millions of people, all unique to them, down to the tone, phrasing, music and colours used.

To do that Cheil UK has been working with start-up Spotlight on an AI platform. To get extra layers of information they ask large language models (LLMs), like ChatGPT, lots of questions about a particular brand to find out what people are saying about it on the internet.

From those answers they might, for example, be able to create an ad that not only suits a 35-year old woman who likes yoga, but also one that has just been on holiday or was about to get married.

“The shift is that we are moving away from what was collected data based on gender and age, and readily available information, to now, going more into a deeper emotional, psychological level,” says Mr Camacho.

“That level is far deeper than it was previously, and that’s when you start to build a picture to understand that individual.”

Cheil Chris Camacho in a black, long-sleeved, collarless shirt, stands with his arm folded in front of an old brick wall. Cheil. AI ads will attempt to discover and use your emotional state says Chris Camacho

An added bonus for advertisers is that they might not even need a bespoke AI system to personalise their output.

Researchers in the US studied the reactions of consumers who were advertised an iPhone, with tailored text written by ChatGPT based on how high that person scored on a list of four different personality attributes.

The study found the personalised text was more persuasive than ads without personalised text – and people didn’t mind that it had been written by AI.

“Right now, AI is really excelling on that targeting piece. Where it’s still in nascent stages, is on that personalisation piece, where a brand is actually creating creative copy that matches some element of your psychological profile,” explains Jacob Teeny, an assistant professor of marketing at Northwestern University’s Kellogg School of Management, who led the AI research.

“It still has some development to go, but all roads point to the fact that this will become the way [digital advertising is done],” he adds.

Personalised AI ads could also provide a solution to the problem of digital advertising ‘wastage’ – the fact that 15% of what brands spend on digital advertising goes unseen or unnoticed, so it generates no value to their business.

Alex Calder Bearded Alex Calder looks into the camera wearing a navy v-neck jumper.Alex Calder. Alex Calder warns that adverts could turn into “creepy slop”

Not everyone is convinced that personalisation is the right way to go.

“Congratulations – your AI just spent a fortune creating an ad only one person will ever see, and they’ve already forgotten it,” says Brighton-based Alex Calder, chief consultant at AI innovation consultancy Jagged Edge, which is part of digital marketing company Anything is Possible.

“The real opportunity lies in using AI to deepen the relevance of powerful, mass-reach ideas, rather than fragmenting into one-to-one micro-ads that no one remembers. Creepy slop that brags about knowing your intimate details is still slop.”

Ivan Mato at brand consultancy Elmwood agrees. He is also questioning whether people will accept it, whether regulators will allow it, and whether brands should even want to operate this way.

“There’s also the surveillance question. All of it depends on a data economy that many consumers are increasingly uncomfortable with,” says London-based Mr Mato.

“AI opens new creative possibilities, but the real strategic question isn’t whether brands can personalise everything – it’s whether they should, and what they risk losing if they do.”

Elmwood Ivan Mato wearing a tie and button-down collar looks into the camera.Elmwood “Should brands personalise everything?” asks Ivan Mato

AI-personalised ads could also take a dark turn, Mr Camacho at Cheil UK acknowledges.

“There’s going to be the camp that uses AI well and in an ethical manner, and then there’s going to be those that use it to persuade, influence, and guide people down paths,” he says.

“And that’s the bit that I personally find quite scary. When you think about elections and political canvassing, and how the use of AI can influence voting decisions and who is going to be elected next.

But Mr Camacho is committed to staying on the right side of ethics.

“We don’t have to use AI to make ads creepy or to influence individuals to do things that are unethical. We’re trying to stay on the nicer side of it. We’re trying to enhance the connection between brands and individuals, and that’s all we’ve ever tried to do.”

  • This article was updated on 18 November 2025 to clarify how Cheil UK and Spotlight create their adverts.

Feature image credit: Getty Images

By MaryLou Costa

Sourced from BBC

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The easiest (and least scary) way to automate your marketing

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While marketing industry buzz tells us to expect more automation, so far, the rate of adoption has not reflected expectations. Is this because Machine has not yet reached the perfection that we demand (despite our ample room for human error)? What is it that we fear when we read about the newest automation tech on the block? Realistically, you’re not going to be replaced. Truthfully, all to be feared is that we’ll have more time on our hands to do what we’d prefer to be doing. And yet, the reluctance to automate is strong.

Looking back over the last decade, it’s clear that the introduction of new technology has created greater possibilities and more roles for marketers. It’s inevitable automation and technologies will be playing an even more integral role in the future of marketing. The good news is that it’s OK to take baby steps with automation at first. All automation technologies exist to simplify work processes, however, they come on a scale of complexity. Smaller-scale marketing technologies are designed to relieve you of the more repetitive, mundane tasks. These are the technologies we can hopefully agree are best to start with and therefore more realistic to adopt first. You’re not going to buy a Ferrari when you just passed your test.

Feed automation

You may or may not already be using data feeds in your daily work. If you’re not, a data feed is merely a file that contains information such as inventory. The possibilities a data feed can unlock in marketing have steadily grown. They are mostly used when a marketing channel (e.g. Google, Facebook, AWIN, Amazon) requests your inventory in order to create ads or listings. Relying on the IT department to adapt the data can cause a huge delay and friction in making dynamic and responsive ad campaigns online. This is where a feed automation tool, such as Channable’s feed manager, simplifies the work process. A feed automation tool can automate the creation of feeds for retargeting, social ads, display and many more. Look out for a technology with a good UI and UX because you’re hoping to steer clear from overcomplicating processes.

Online ad automation

If you’ve ever had to write or implement ad copy for PPC ads, you can probably agree it’s fairly cumbersome. There are automation systems on the web that can help you generate hundreds of highly relevant copy for ads, sitelinks and keywords. You do this by building a template using dynamic fields. The system will be directly liked to your ads account, so after you’ve built the ad structure, it’ll only take a click of a button and potentially hundreds of ads are in your account. This then frees up time to focus on optimizing campaigns or bidding. Bidding is also something that you can now automate. AI technology will analyse the optimal time and budget for your keywords. Channable’s PPC tool is an automation tool that can generate the ad copy straight to your account, but there are others that include bidding and advanced targeting possibilities.

Social media automation

Social media has become the best online place to reach your target market. Posting regularly allows you to communicate directly with your audience, helps build a brand image as well as many other things. Social media automation tools allow you to schedule posts so you can prep them in advance and get on with other tasks in the meantime. Tools include Hootsuite and Buffer for scheduling social media posts. There are also tools that can provide you with insights for social media content based on influencers and your competition, such as BuzzSumo. If you’re interested in automating product ads for social media channels, you would actually need a feed manager because the channel will require your inventory in their specific feed format.

Marketplace listing automation

If you or your client is a retailer that sells via the giant online marketplaces, such as eBay or Amazon, marketplace automation can help list products, add new listings, and make easy modifications to existing listings. This is really a plug and play technology as once the connection is made everything is real-time. Check out Channable’s marketplaces integrator to upload to multiple marketplaces from one place or see the possibilities offered by each marketplace.

Email marketing automation

Sending emails to existing clients, reminding old ones that they can still use you, or reaching out to prospective customers are all activities that can be automated. Low-level email automation purely enables you to send a group a certain email at a scheduled time. Mailchimp and Dotmailer are popular choices for email automation. But you can do so much more such as creating different segments, which will allow for specifying the message of the email to the audience you want to read it. Or setting up a sequence, so that a reader will receive follow up emails that you only had to set up once. This is easily created if you’re using a CRM such as Hubspot.

If you’ve gotten to the end of this list and realised you’ve either implemented some or all of the above levels of automation, give yourself a clap on the back. You’re already more adapted to the technological future than you thought. It’s not something to fear and is easier to implement than it appears. If you haven’t implemented them all, remember how much better your life is with one of them and the possibilities the others could open up for you. Automation technologies will be more commonplace in our future and it’s best to start now. It’s all about enabling you to spend your time more wisely. Read Channable’s guide on how to choose a feed manager for the next step in adopting marketing technologies.

By Senni Whitaker

Senni Whitaker is head of marketing (UK) at Channable

Sourced from The Drum

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Consumers are rejecting AI-generated creator content

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By Emmy Liederman

Key Stat: 32% of US and UK consumers say AI is negatively disrupting the creator economy, up from 18% in 2023, according to July 2025 data from Billion Dollar Boy.

Beyond this chart:

  • Gen Z’s AI tolerance depends on the use case. Some 54% prefer no AI involvement in creative work, but only 13% feel this way about shopping, according to an August 2025 Goldman Sachs survey.
  • Coca-Cola is betting big on AI ads despite the backlash. The brand released its second AI-generated holiday campaign this season, even though 31% of consumers say AI in ads makes them less likely to pick a brand, according to a July 2025 CivicScience survey.

Use this chart: Marketers can use this chart to look for a performance gap between human-first content and AI-assisted posts, and continuously track consumer sentiment around AI content.

By Emmy Liederman

Sourced from EMarketer

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