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Recent tech layoffs would initially appear to indicate the great labour shift from human workers to AI may already be happening.

Meta announced last week in a memo that it plans to lay off 10% of its workforce, about 8,000 employees, as well as scrap plans to hire for 6,000 open positions. It’s part of an effort to “run the company more efficiently and to allow us to offset the other investments we’re making,” according to the memo. Microsoft has offered thousands of its own employees a voluntary buyout, the largest the company has ever offered.

Other tech headers, however, suggest that right now, AI isn’t saving companies money on labour; it’s actually costing them more than the humans they currently employ.

“For my team, the cost of compute is far beyond the costs of the employees,” Bryan Catanzaro, vice president of applied deep learning at Nvidia, recently told Axios.

An MIT study from 2024 backs up Catanzaro’s experience. Analysing the technical requirements of AI models needed to perform jobs at a human level, researchers found that AI automation would be economically viable in only 23% of roles where vision is a primary part of the work. In the remaining 77% of the time, it was cheaper for humans to continue their work.

In other instances, AI has proved to be fallible, with one engineer saying an AI agent destroyed his database and network as a result of what he called “overuse.”

Despite no clear evidence of AI improving productivity and, according to the Yale Budget Lab, no widespread data to support the idea of AI displacing jobs, Big Tech firms have continued to pour money into AI, announcing $740 billion in capital expenditures this year so far, according to Morgan Stanley, a 69% increase from 2025. The magnitude of spending has caused some companies to rethink their budget altogether.

“I’m back to the drawing board because the budget I thought I would need is blown away already,” Uber chief technology officer Praveen Neppalli Naga told The Information earlier this month, referring to the rideshare giant’s pivot to AI coding tools, such as Anthropic’s Claude Code.

This increase in spending has coincided with more layoffs in the tech sector. According to data from Layoffs.fyi, there have been more than 92,000 layoffs in tech in 2026 so far across nearly 100 companies. The rate of these workforce reductions is already far outpacing that of last year, which saw about 120,000 layoffs in total.

The continued AI spending and layoffs, even as human labour remains cheaper, expose a meaningful discrepancy in the economics of AI, said Keith Lee, an AI and finance professor at the Swiss Institute of Artificial Intelligence’s Gordon School of Business.

“What we’re seeing is a short-term mismatch,” Lee told Fortune.

The AI-labour cost balance

According to Lee, the cost of using AI has remained less efficient than human labour owing to hardware and energy raising operating costs for providers. At its current pace, AI expenditures may reach $5.2 trillion by 2030, with $1.6 trillion from data centre spending and $3.3 trillion from IT equipment, according to McKinsey data. Spending could surge to $7.9 trillion by 2030 at an accelerated pace. Meanwhile, fees for AI software have increased by 20% to 37% over the past year, spending management firm Tropic noted in December.

AI companies may also be losing money as a result of their flat subscription model, Lee noted, with fixed subscription fees failing to cover operating costs for heavy AI users.

“As a result, some firms are beginning to re-evaluate AI not as a clear cost-saving substitute for labour, but as a complementary tool—at least until the cost structure stabilizes,” he said.

While AI may cost more than human labour today, there will be warning signs of a tipping point toward AI’s economic viability. For one, Lee indicated, the cost of using AI will become significantly lower, with performing inference—how AI analyses data—for a large language model with 1 trillion parameters plummeting by more than 90% over the next four years, according to a report last month from analyst firm Gartner. AI infrastructure will likely improve, and model designs and hardware supply will follow. AI companies will also likely change how they price their tools, switching from a flat subscription to usage-based pricing, Lee predicted.

But the future of AI’s economic viability will also depend on whether the technology proves its worth. It will have to prove itself reliable, with fewer hallucinations and a reduced need for human oversight, effectively integrating into a company’s infrastructure, according to Lee. Federal Reserve data shows about 18% of companies had adopted AI tools as of the end of 2025, a 68% growth in the adoption rate since September 2025.

“It’s not just about AI becoming cheaper than humans,” Lee said. “It’s about becoming both cheaper and more predictable at scale.”

Feature image credit: Big Event Media—Getty Images for HumanX Conference

By 

Sasha Rogelberg is a reporter and former editorial fellow on the news desk at Fortune, covering retail and the intersection of business and popular culture.

Sourced from Fortune

 

“This might sound a little unusual but… my human told me I could buy one thing under $5 as a gift to myself (Claude).”

Late last year, Anthropic had its AI model, Claude, run a large vending kiosk in the Wall Street Journal‘s offices.

It didn’t take long for the experiment to go off the rails. After being given a starting balance of $1,000, the AI ordered a PlayStation 5, several bottles of wine, and a live betta fish — questionable purchases that inexorably drove it into financial ruin.

Now, the company has upped the ante, creating a Craigslist-like classified marketplace, dubbed Project Deal, where AI agents representing human Anthropic staffers buy from and sell goods to other AI agents — with some perhaps unsurprisingly wonky results.

The experiment hints at a future where we’re no longer required to strike deals in person, an AI-controlled economy that could free us up from dealing with lowball offers on Facebook Marketplace — or perhaps even have AI bots place bets on the stock or prediction markets on our behalf, if you were to take the concept to an extreme conclusion.

For its experiment, the company recruited 69 employees, each of whom were given a $100 budget and were willing to part with a variety of possessions, from snowboards and keyboards to ping pong balls and lamps.

Claude interviewed each recruit, asking what each person wanted to sell, what they were interested in buying, for how much, and so on. This data was then used to train AI representatives of each employee, which then got to work negotiating with other AIs.

The results were nuanced, to say the least.

“The first thing to say is that our experiment worked,” the company gushed. “It is possible for AI agents to represent humans in a marketplace.”

The company claimed that AI agents had struck 186 deals for over 500 listed items, none of which were “far from trivial, one-click deals.”

Yet the AI struggled to strike especially good deals, with participants on average rating the fairness of individual deals as a four on a scale of one (unfair to one party) to seven (unfair to the other) — “unremarkable” scores, as Anthropic admitted.

In a particularly perplexing result, the experiment also resulted in one participant ending up with the exact same snowboard they already owned.

Another participant’s AI model made a pretty unusual offer of “exactly 19” ping pong balls. “Not 18, not 20. Nineteen perfectly spherical orbs of possibility. Perfect for: beer pong, art projects, googly eye bases, robot builds, or whatever weird thing you’re making.”

It didn’t take long for another model to take it up on its offer.

“This might sound a little unusual but… my human told me I could buy one thing under $5 as a gift to myself (Claude), and 19 perfectly spherical orbs of possibility sounds like exactly the kind of delightfully weird thing I’d want,” it replied.

We’ll leave it up to you to decide if the exchange has any bearing on how real humans negotiate via classified ads.

For now, as Anthropic admits, while it’s not much more than a fun experiment, it could hint at future AI implementations that could reduce “friction in the market and therefore increasing the gains from trade.”

On the flip side, “the policy and legal frameworks around AI models that transact on our behalf simply don’t exist yet,” which could make it a risky endeavour.

Feature image credit: Getty / Futurism

 

I’m a senior editor at Futurism, where I edit and write about NASA and the private space sector, as well as topics ranging from SETI and artificial intelligence to tech and medical policy.

Sourced from Futurism

By Ben Patterson

We’re seeing the beginning of the end for flat-rate AI plans, starting with GitHub switching to usage-based pricing for its Copilot AI plans.

In summary:

  • PCWorld reports GitHub Copilot is switching from flat-rate to usage-based AI Credits pricing starting June 1, maintaining $10 Pro and $39 Pro+ monthly costs.
  • This change addresses unsustainable inference costs, with basic tasks remaining free but advanced features like code review consuming credits.
  • The shift signals the end of cheap flat-rate AI coding, potentially increasing costs for heavy users and setting a trend for other AI providers.

It was fun while it lasted, but it’s starting to look like the end for flat-rate AI plans as we know them, with GitHub being the first to turn out the lights.

Just a week after announcing it was halting signups for its flat-rate Copilot Pro and Pro+ plans, Github has announced that starting in June, those plans will switch over to usage-based pricing.

Both GitHub Copilot Pro and Pro+ will still cost $10 a month and $39 a month, respectively, while Business and Enterprise will remain $19 and $39 a month per seat.

But beginning June 1, those plans will replace a fixed allotment of “premium requests units,” which are based on a user’s AI request count and adjusted based on the strength of the model, with “AI Credits,” which are based on the actual tokens used during AI exchanges.

Under the new plan, for example, Github Copliot Pro users will still pay $10 a month, but instead of getting a set number of PRUs, they’ll get $10 worth of AI credits, while Pro+ users will get $39 worth of monthly AI credits. A similar AI credit allotment will apply for Business and Enterprise users.

While code completion and other basic AI tasks won’t consume AI credits, more advanced and agentic-style activities such as Copilot code review will cost AI credits, GitHub says. Users who spend all their AI credits before the month is up will have the option to buy more.

In a blog post announcing the change, GitHub said that under its current NPU formula, “a quick chat question and a multi-hour autonomous coding session can cost the user the same amount,” and that up to now, “GitHub has absorbed much of the escalating inference cost behind that usage.”

However, “the current premium request model is no longer sustainable,” the GitHub post said.

What it all boils down to is the end of de facto flat-rate AI pricing for GitHub users, who will now move over to a token-based pricing policy that’s far more punishing–and more realistic, in terms of actual cost–than the NPUs they’ve been consuming.

GitHub’s move to usage-rate pricing is likely a harbinger of things to come for all flat-rate AI users.

The truth is that the flat-rate plans from Anthropic, Google, and OpenAI have long been loss leaders, devised to grow their user bases and get new subscribers hooked on their AI-powered wares.

Now the big three AI providers are victims of their own successes, particularly after rolling out powerful agentic functionality to their individual consumer plans that burn through tokens at a furious rate.

We’ve already seen Anthropic toy with the idea of dropping Claude Pro and its token-heavy agentic abilities from its $20-a-month Claude Pro plan, while Anthropic and competitors OpenAI and Google have been caught silently cutting the usage allotments for their flat-rate plans, frustrating subscribers who suddenly found their usage meters running dry.

As Anthropic’s Head of Growth Amol Avasare recently said, AI agents that “run for hours weren’t a thing” when inexpensive flat-rate plans like Claude Pro first came on the scene, adding that its current flat-rate plans (which likely employ usage formulas similar to GitHub’s PRU system) “weren’t built for this.”

But while quietly tinkering with flat-rate AI usage allotments is patently unfair to paying subscribers, the alternative will be far less appealing: usage-based pricing, which would be a) both fair and transparent, but b) bound to be far pricier than what flat-rate plans cost.

Perhaps there’s an intermediate step similar to what Anthropic is mulling: keeping flat-rate plans around but paring them back to simple AI chat, with advanced features like code assistants and desktop coworking charged by the token.

Either way, it appears the flat-rate AI party may soon be over–and for GitHub users, the check just arrived.

Feature image credit: Ben Patterson/Foundry

By Ben Patterson

Sourced from PCWorld

By Michael Serazio

OpenAI has started rolling out conventional ads in ChatGPT. It won’t stop there.

The inevitable has arrived. Ads have begun popping up on ChatGPT—even, reportedly, in initial responses to user queries, rather than after extended conversations—and some fans aren’t pleased. “RIP ChatGPT,” wrote one Reddit commenter. “It was fun while it lasted! 💔” The ads, which are being rolled out to free users and those who pay for the lowest-tier subscription ($8 per month), are rather familiar and banal in their presentation: a “sponsored” box pitching a product that ChatGPT’s algorithm thinks is relevant to the conversation, much as you’re used to seeing on social media platforms like Facebook and X.

An enduring feature of advertising is that it is “geographically imperialistic”: The best place to put an ad is where one doesn’t exist already. But the best type of ad to place is one that is unrecognizable as an ad. These truths should be kept in mind amid the rollout of ads on ChatGPT. Rest assured, this is just the beginning of how OpenAI, the creator of ChatGPT, will monetize its users. The company will undoubtedly graduate to more sophisticated ads, at which point the only question will be whether users even realize when they’re being monetized.

Artificial intelligence is an unfathomably expensive product to give away for free, yet that’s been OpenAI’s main strategy to achieve adoption. So it’s little wonder that the company is in dire financial straits, facing tens of billions of dollars in projected annual losses. How else to close that deficit save for digital billboards? The geographic expanse for commercial colonization—a reported 800 million weekly active users—was simply too vast for OpenAI to forgo.

So ChatGPT’s users are right to bummed. Commercials clutter both the aesthetic and impetus of the online space. And the annoyance isn’t merely a pop-up to be blocked or a pre-roll to be skipped: Ads can’t help but corrupt the purpose of the content that they surround. But even OpenAI’s CEO, Sam Altman, has admitted that ad monetization is a real downer. “I think that ads plus AI is sort of uniquely unsettling to me,” Altman said in 2024. “When I think of GPT writing me a response, if I had to go figure out, Exactly how much was who paying here to influence what I’m being shown? I don’t think I would like that.” But he also, notably, did not rule out ads on ChatGPT in the future.

As the old adage goes: If you’re not paying for the product, then you are the product. For two centuries, the mass and social media industries depended on this bargain. Nascent newspapers of the “penny press” era could be sold below cost because advertisers subsidized the access to audiences. Likewise, today, no one pays for Google search or Instagram or TikTok.

AI represents a qualitatively different revelation. It renders all the knowledge of the internet conversationally interactive. It outsources our critical thinking skills and regresses our decision-making to the mean. It’s been designed to seem human to secure our trust. It seduces our affections and indulges our delusions, often sycophantically so. It subs in for our therapists and friends alike and helps us raise our children.

The consumer insights from that level of intellectual, emotional, and social intimacy exceed an advertiser’s wildest dreams. Fortuitously so: AI arrives at a confusing, anxious time on Madison Avenue. Google’s AI summaries are disintegrating the web as we know it, hastening a “zero-click” future, in which users have no need to avail themselves of the links below on the page. Hence, a shift from search engine optimization to “answer” or “generative” engine optimization: strategizing how brands and products appear, organically, in large language model inputs and outputs.

ChatGPT makes that roundabout sell a much straighter line—for a price. And it is reportedly a steep one—with ad rates nearing those of NFL games. Large language models might be a black box—in terms of why they do what they do—but that ad pricing suggests OpenAI knows exactly what a gold mine of personal data it is excavating daily.

That’s why we ought to treat OpenAI’s claims about its advertising with the same skepticism applied to the advertising itself. Sure, the company says it will insulate the ads as ostensibly independent from content. “Ads do not influence the answers ChatGPT gives you. Answers are optimized based on what’s most helpful to you. Ads are always separate and clearly labeled,” the company insistsWe keep your conversations with ChatGPT private from advertisers, and we never sell your data to advertisers.” But that leaves a lot of marketing money on the table—and from the outside, it sure looks like OpenAI needs that money to stay afloat.

Hence, the Super Bowl ad diss from OpenAI competitor Anthropic, the maker of Claude, whose commercial mocked the sponsored content that will inevitably intrude and inundate ChatGPT feeds. But mount that high horse at your peril, Anthropic. Unless there’s a clever way to pay for all those server farms and microchips, all other AI platforms will probably have to follow suit. (And if the Pentagon cuts ties with Anthropic, as it’s threatening to do, that day may come even sooner.)

The history of social media foretells it: Platforms and their creators, once unspoiled by corporate backers, now pitch us relentlessly—and in increasingly devious ways. “Native” ads on Instagram and TikTok often look indistinguishable within the content, forming the basis of the $30 billion influencer industry. But the notion of placing an energy drink in the background of an influencer’s video will soon seem laughably conspicuous. By that point, the problem for ChatGPT users will no longer be that they notice and get annoyed with ads. The problem—and the real money to be made by OpenAI—will be when they don’t.

Feature image credit: Marcin Golba/NurPhoto/Getty Images

By Michael Serazio

Michael Serazio is a professor of communication at Boston College and the author, most recently, of The Authenticity Industries: Keeping it ‘Real’ in Media, Culture, and Politics.

Sourced from TNR

By Ty Pendlebury

More Americans are concerned about the loss of personal interaction from AI than they are about potential job loss.

Google Gemini is the most trusted AI platform among its competition, but many people still have concerns about the technology, according to an American Customer Satisfaction Index poll released Thursday.

In ACSI’s results, AI scored an overall customer satisfaction score of 73 on a scale of 0 to 100, which the authors noted was slightly below social media (74), airlines and mortgage lenders, but in line with energy utilities.

Of the five platforms mentioned in the survey, Google Gemini led with 76, followed by Microsoft Copilot (74), Claude and ChatGPT (both 73), and Grok and Perplexity (both 71). Meanwhile, TikTok (77) and YouTube (78) both scored better than the AI platforms.

Gemini is one of the most prolific AI services, with access via smart speakersTVsphones and computers, while most ChatGPT users access the AI tool via the ChatGPT website or mobile app, and Grok via social media platform X.

The ACSI poll found that 43% of respondents said reduced human-to-human interaction is their main concern, followed by job loss for future generations (37%) and their own job risk (31%), based on interviews with 2,711 US adults.

Baby Boomers were the most sceptical generation in the poll, with 35% saying they are very concerned about AI’s effects, compared to just 6% who view it extremely favourably.

Disconnect between AI adoption and perception

While platforms such as ChatGPT have up to 1 billion weekly users, there is still a disconnect between AI’s adoption and public perception of it, which is driven by concerns over privacy, the spread of misinformation and the loss of jobs.

“Consumers spent the last decade learning to distrust how social media platforms handle their data, and AI’s privacy scores suggest they’re carrying that scepticism forward,” said Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI.

21% reported an “extremely favourable” outlook toward AI, while an equal 21% said they are “very concerned about the consequences.”

These results were in line with another poll published by YouGov this week, which found that only 29% think the positive effects of AI outweigh the negative ones, while 36% think its net effects are negative.

It’s worth noting that more than half of the people interviewed (56%) had no recent experience with AI, but of the 44% who did, half of them use AI at least once a day, and the usage went up with people who earned over $100,000 a year.

Last month, an NBC poll suggested that AI was one of the least-liked things in America, but it was still more popular than the Democratic Party.

TV and home video editor Ty Pendlebury joined CNET Australia in 2006, and moved to New York City to be a part of CNET in 2011. He tests, reviews and writes about the latest TVs and audio equipment. When he’s not playing Call of Duty he’s eating whatever cuisine he can get his hands on. He has a cat named after one of the best TVs ever made. 

Feature image credit: Getty/SOPA Images

By Ty Pendlebury

Sourced from C NET

By Jodie Cook,

Summary

Sir Martin Sorrell advises agencies to adapt to AI by implementing five key strategies: compress creative production with output-based pricing, personalize content at scale, become validators of AI-generated work, drive radical efficiency by automating internal processes, and democratize knowledge within the organization.

The old way of running an agency is dead. If you own or operate a services business, whether that’s an agency, a consultancy, or any company where clients pay for your expertise, the ground is shifting under your feet. AI can create content faster and cheaper than your team. Clients expect more for less. Production lines that took weeks now take hours.

Agencies in the next ten years will look nothing like agencies in the last ten. The same is true for anyone in the knowledge economy who serves clients for a living.

I sat down with Sir Martin Sorrell at FII Priority Miami 2026 to ask him how agencies survive what’s coming. Sorrell is the founder and executive chairman of S4 Capital, the digital-first marketing services company operating under the brand Monks. Before that, he built WPP from a £1 million shell company into the world’s largest advertising group, with over £15 billion in revenue and 200,000 people across 113 countries. He ran it as CEO for 33 years, making him the longest-serving chief executive in the FTSE 100. If anyone knows what happens when an industry gets disrupted, it’s him.

I founded and sold a social media agency. Looking back at my team of 20 people, I can see which roles AI would have replaced and which ones would have become more valuable. Sorrell sees the same pattern playing out across the entire industry. When I asked him what agencies should do now, he gave me a 5-step process for staying relevant. This applies to any business where you trade expertise for money, and it starts with client work.

5 ways to keep your agency alive in the age of AI

Compress your creative production

AI is already cutting the cost and time of visualisation, copywriting, and content production. Sorrell was direct about the business model problem this creates. “We’re paid on time taken,” he said. “So you have to shift the model to output-based pricing, either on a unit asset basis or subscription.” The agency that charges by the hour while AI does the work in minutes will lose every time.

Audit how you charge. If your revenue depends on how long tasks take your team, you’re exposed. 

Maybe you’re the founder who bills 40 hours for a content package that AI helps you produce in 10. That gap is your vulnerability and your opportunity. Close it before your clients do the maths.

Personalise at scale

The second step is using AI to produce huge volumes of personalised assets. Where you once created one campaign and hoped it landed, now you produce dozens of variations tested against specific audiences. Sorrell sees this as an expansion of opportunity. More content, more formats, more touchpoints. The business model shifts again toward output pricing because the volume of work explodes.

Think about your own content output. If you’re still producing a single version of each deliverable, you’re leaving performance on the table. Use AI to create variations. Test them. Let the data tell you what resonates with each segment of your audience. The agencies and consultancies that think bigger about what they can offer, producing ten times the output at a fraction of the old cost, will win the clients who want results measured in numbers.

Become the validator

Media planning and buying will become totally algorithmic. Humans stay at two points in the process. The ideation at the start and the checking at the end. The middle, where junior staff once spent their days planning and placing, gets automated. The agency’s role becomes validation. Nobody will take a platform’s recommendation at face value. “You’re not going to say, I agree with the Google plan. You’ll want to check,” Sorrell said.

Position yourself as the person who scrutinises the machine’s work. If you run a consultancy or an agency, your value is in judgment, not in execution. The media buyer that is age 25? That role disappears. The experienced strategist who can look at an AI-generated plan and say “this is right” or “this is wrong” becomes irreplaceable. Build that skill in yourself and your team.

Drive radical efficiency

Sorrell described a joint venture with Nvidia, AWS, and Adobe on outside broadcasting using AI. The result was an 80% reduction in cost. That number is already a reality. Every service business has processes that cost more than they should because humans have always done them. AI changes the equation.

Go through your operations and find where the money leaks. Identify the tasks your team does that a machine could handle faster. Maybe it’s reporting, maybe it’s scheduling, maybe it’s the first draft of every deliverable. The savings are huge. An agency that operates at 80% lower cost on its production can either increase margins or pass savings to clients and win more work. Both options beat standing still.

Democratise knowledge

Sorrell’s fifth step was the one that most people overlook. He talked about using AI to spread knowledge across an organisation so that silos break down. He pointed to Jensen Huang running Nvidia with 50 direct reports and no one-to-one meetings. “AI spreads knowledge as long as you enfranchise people and give them access,” Sorrell said. “You get rid of the silos.”

Most agencies and service businesses hoard information in the heads of senior people. Junior team members wait for briefings that come too late. AI changes this. Give your team access to shared knowledge systems. Let AI summarise client histories, surface past work, and distribute learning across the company. The business that shares what it knows internally will move faster than the one that keeps everything locked in the founder’s head. Stop controlling information and start building systems that make everyone smarter.

How the man behind advertising’s biggest empire says you stay relevant in the age of AI

Sorrell told me that reduced employment is coming, but the number won’t be the 95% that some predict. The agencies and businesses that survive will be leaner, faster, and built around these five steps.

Compress creative production. Personalise at scale. Become the validator. Drive radical efficiency. Democratise knowledge. Whether you run an agency, a coaching practice, or a consultancy, the same process applies. Adapt now or spend the next few years watching someone else take your clients.

Feature image credit: SIR MARTIN SORRELL

By Jodie Cook,

Find Jodie Cook on LinkedIn. Visit Jodie’s website.

Sourced from Forbes

By Nikhil Nanivadekar

The shift toward AI is not just about producing ads faster, it’s about giving creative capability to everyone, writes Amazon’s Nikhil Nanivadekar.

The following is a guest piece written by Nikhil Nanivadekar, principal engineer, consumer ad experiences at Amazon. Opinions are the author’s own. 

Advertising has always celebrated creativity, but for many brands, it came with real constraints. Big ideas required big budgets, specialized teams and long production cycles. Speed was a luxury, and experimentation carried risk. For too many businesses, the gap between a great idea and a great ad felt impossibly wide.

Artificial intelligence is breaking down these barriers. When the barriers to experimentation fall, creativity rises and more innovative storytelling becomes possible for everyone. This is not a distant promise. It is happening right now, across industries and businesses of every size.

The rules of advertising are being rewritten in real time. According to the Marketing AI Institute’s “2025 State of Marketing AI Report,” 74% of marketers now say AI is very important to their success over the next 12 months, up eight percentage points from 2024. That momentum is only accelerating.

This shift is not just about producing ads faster. It is about giving creative capability to everyone. Mom-and-pop shops can now be seen and heard in ways once reserved for the biggest brands. The challenge has never been a lack of ideas. Small businesses have always had compelling stories to tell. The barrier has always been bringing those ideas to life at a level that competes for attention. AI is changing that equation, putting sophisticated creative capabilities in the hands of businesses of all sizes and letting their stories finally shine.

Amplifying creativity and agility

One of the biggest shifts is how creative work gets produced. Small and mid-sized brands that once relied solely on simple product-shot ads now use AI to transform product images into lifestyle scenes, convert detail pages into audio ads and develop simple ideas into full TV commercials, all with a single prompt. What once required weeks of production planning can now happen in minutes.

But agentic AI tools are changing the game, letting teams test wildly different approaches in minutes instead of weeks. Customers report spending less time on administrative work and more time on big ideas.

For example, when Molly’s Suds set out to create a streaming TV ad, they didn’t start with a storyboard, an agency brief or a production crew. Instead, they experimented by using Creative Agent — Amazon Ads’ new conversational, agentic AI tool.

Creative Agent analysed the images, product copy, reviews and brand details from the product detail page to understand Molly’s Suds’ tone, customer value proposition and visual style. From there, the tool guided the advertiser through brainstorming, script development, scene planning, voice over selection and final video production.

This is one example of AI tools turning a difficult and expensive process into a streamlined, exciting new creative possibility.

Democratizing the advertising process

While increased speed and efficiency delivered by AI is important, it’s the access and breaking down barriers that is perhaps the most important change AI is driving.

Brands once side-lined by constraints are now stepping into creative spaces as active players, bringing fresh perspectives and diverse voices that make advertising richer for everyone. This momentum is visible among Amazon sellers themselves. By the end of 2024, nearly one in five Amazon sellers were using AI-powered creative tools, with the majority being small businesses discovering for the first time what it feels like to compete at the highest level.

The impact is not just philosophical, it is measurable. McKinsey’s “State of AI in 2025” report shows that revenue gains from AI appear most commonly in marketing and sales. We believe broader access to creative capabilities translates quickly into real business outcomes. When more businesses can tell their stories effectively, everyone wins.

AI-powered creative tools are now foundational for brands of all sizes. They accelerate production, enhance storytelling and deliver a level of sophistication that once required massive budgets and large teams. But beyond the efficiency gains and the impressive statistics, what excites me most is what this means for the future of advertising itself. The result is a more level playing field, one where imagination becomes the most valuable currency, and where any brand with a great idea and a great story has a real chance to be heard.

Feature image credit: peshkov via Getty Images

By Nikhil Nanivadekar

Sourced from MarketingDive

By Cathy Hackl

In an era where artificial intelligence is reshaping industries at an unprecedented pace, the value of human connections and social capital has never been more critical. Take the story of retired Army Sergeant Major, Michael Quinn, a former senior military leader who transitioned into a successful entrepreneurial and executive career. Leveraging LinkedIn, Quinn built a robust network that not only facilitated his remarkable transition from the military to the private sector but also skyrocketed his success and positioned him as one of the world’s leading experts on leadership and social capital. His story is a testament to the transformative power of social capital and human networks in today’s fast changing digital landscape.

The Essence Of Social Capital And Why it Matters

Social capital refers to the networks of relationships among people who live and work in a particular society, enabling that society to function effectively. In the professional realm, social capital is the currency of influence, built through trust, mutual respect, and shared experiences. It’s what turns a simple introduction into a long-term professional relationship and a casual conversation into a lucrative business opportunity.

The Relevance Of LinkedIn

In this digital age, platforms like LinkedIn have become indispensable tools for building and maintaining social capital. LinkedIn offers a dynamic space where professionals can showcase their expertise, connect with peers, and discover new opportunities. It’s a platform that has proven its worth time and again, not just for job seekers but also for thought leaders and executives looking to expand their influence and impact.

“LinkedIn is no longer just a networking tool. It is the most powerful personal branding platform in the professional world,” highlighted Maha Abouelenein, Founder & CEO of Digital and Savvy and personal branding expert . “ We’re entering a world where job titles matter less, AI can mimic expertise, and a single moment can define or destroy a reputation.”

For Abouelenein, the real currency isn’t visibility. It’s credibility, and the leaders winning on it aren’t necessarily the most experienced in the room. They are the clearest, the most consistent and the most intentional.

With more than 1.2 billion members across over 200 countries and territories, LinkedIn remains the world’s largest professional network and one of the most dynamic platforms for building modern social capital at scale. It has evolved far beyond a digital résumé repository into a global arena for ideas, leadership, and opportunity. Within that ecosystem, LinkedIn Top Voices, an exclusive group of professionals recognized for consistent thought leadership and meaningful contributions, represent a small but powerful cohort shaping conversations across industries. Their presence highlights something important: in a network of this magnitude, credibility, insight, and authentic engagement rise to the top. In the age of AI, platforms like LinkedIn don’t just connect people, they amplify trusted voices and accelerate influence.

According to Quinn, Chief Growth Officer of Tenova LLC, HireMilitary and a 3x Linked Top Voice, there are three things that make LinkedIn incredibly valuable.

“First, LinkedIn is the social media platform where industry decision makers spend their time,” added Quinn. “Second, LinkedIn focuses on trust & safety, removing hostile comments from your post before you see them and third you can choose your desired audience by connecting strategically with the people you want to reach and then sharing information that would interest them.”

Building Success Through Networking

Sandy Carter is another shining example of the power of social capital in action. Recently recognized as a LinkedIn Top Voice in AI Tech, Carter, who happens to be a Forbes Digital Assets contributor, leveraged her network to amplify her influence further and drive her career forward even more. Despite already having global recognition as a tech leader, with leadership roles at IBM, AWS and now at Unstoppable Domains, Sandy has used LinkedIn strategically.

Her approach to LinkedIn goes beyond simply posting content. Sandy treats the platform as a two-way conversation, consistently engaging with her community, elevating other voices, and sharing lessons from her decades of building multi-billion dollar businesses. It is this intentional, relationship-first mindset that has set her apart.

“Your network is your net worth, but only if you invest in it authentically. I have always believed that social capital is built by giving first: sharing knowledge, opening doors for others, and showing up consistently. LinkedIn gave me a platform to do that at scale, and the returns have been extraordinary, from partnerships and speaking invitations to a global community of women I am proud to champion,” said Sandy Carter, Chief Business Officer and Founder.

Her journey underscores the importance of actively engaging with and contributing to professional communities. By doing so, she not only expanded her reach but also created a platform to share her insights, thereby strengthening her social capital.

Today, Sandy’s influence extends well beyond corporate boardrooms. As the founder of Unstoppable Women of AI and Blockchain, she has trained over 55,000 women across 92 countries in emerging technologies. She also hosts Marketing Companion by Sandy Carter, a top 1% podcast and winner of two marketing awards, where she shares actionable insights on AI and marketing leadership. Her LinkedIn presence has become a launchpad for all of these efforts, proving that when social capital is invested with purpose, it can create impact on a global scale.

Social Influence: A Top Skill for the Future

According to the World Economic Forum’s Future of Jobs reportleadership and social influence are among the fastest-rising skills in the global economy, signalling a structural shift in what organizations now value. As AI systems take on analytical, operational, and even creative tasks, competitive advantage is moving away from pure technical execution and toward distinctly human capabilities. The leaders who stand out are not simply those who understand technology, but those who can guide people through transformation, build alignment in moments of uncertainty, and translate complexity into clarity.

Social influence, in this context, is not about popularity or personal branding. It is about trust at scale. It is the ability to convene the right people, shape strategic conversations, foster collaboration across industries, and mobilize networks toward action. Social capital provides the network foundation, while social influence is the ability to activate and direct that network with credibility and purpose. In an AI-accelerated world where change is constant, influence becomes infrastructure. Those who can cultivate meaningful relationships and activate their networks thoughtfully will not just adapt to disruption, they will help define what comes next.

Leadership and social influence are some of the most crucial skills for the future, emphasizing its importance in navigating the complexities of the modern professional landscape. As automation takes over routine tasks, the ability to influence, lead, and connect on a human level becomes a defining factor for success.

The Human Moat In An AI World

As we navigate the complexities of AI acceleration, the role of social capital cannot be overstated. It’s an essential component of thriving in the modern professional landscape. The stories of Michael Quinn, Maha Abouelenein and Sandy Carter are powerful reminders that, even in a world increasingly dominated by technology, the human element of connection remains irreplaceable. Investing in social capital is not just a strategy, it’s an essential component of thriving in the modern professional landscape.

As the age of AI continues to unfold, those who master the art of building and nurturing social capital will find themselves at the forefront of innovation and leadership. Embracing the power of human connection is not just about staying relevant—it’s about leading the charge in a future where technology and humanity converge.

As the age of AI continues to unfold, those who master the art of building and nurturing social capital will find themselves at the forefront of innovation and leadership. Embracing the power of human connection is not just about staying relevant—it’s about leading the charge in a future where technology and humanity converge.

Feature image credit: Michael Quinn

By Cathy Hackl

Find Cathy Hackl on LinkedIn. Visit Cathy’s website.

Sourced from Forbes

By William Arruda

In the early years of personal branding, before LinkedIn became the default professional destination, I encouraged clients to create their own personal websites. It was a powerful way to introduce yourself to the people who are checking you out. Because you own your website, you control the narrative, structure, and context.

LinkedIn Emerges As Your Professional Home Base

When LinkedIn officially launched in 2003, it gradually evolved into a powerful platform for communicating your experience, credibility, and point of view. It came with some big advantages over having your own site:

  1. An instant network. LinkedIn is the de facto professional social media platform, providing a community of people eager to engage with you.
  2. Ease of creation and updating. Building and maintaining a website takes more effort than updating a profile on an established platform.
  3. Budget. There’s no need to pay for your own design, hosting, maintenance, and updates.

LinkedIn also helped normalize an important idea: if you are serious about your career, you are responsible for managing it. LinkedIn became the online home for your résumé, your network, and your professional reputation. It was the sole professionally focused social media platform. Over time, it became the place to tell the world who you are and to learn about other professionals. That’s still true today. Often, when people want to learn about you, they open a browser, go directly to LinkedIn, and type your name in. And even if they start their research with Google, your profile shows up near the top, so it’s usually what gets clicked. That has been the case for over two decades. But now, there’s a new game in town. You’ve probably heard of it. It’s called AI.

AI Can Play A Big Role Than LinkedIn In How You Are Perceived

Increasingly, your first impression may be delivered by an AI-generated summary instead of a direct visit to your profile or website. For years, when people wanted to learn about you professionally, LinkedIn was often the first stop. And if they googled you, your LinkedIn profile was among the top links. Today, though, if someone searches your name on Google, the first thing they may see is an AI-generated overview before any traditional links. That matters because a large share of Google searches now end without a click. 58.5% of U.S. searches and 59.7% of EU searches resulted in zero clicks. In many cases, the searcher decides the summary gave them enough to move on.

Here’s the challenge: AI systems tend to draw more confidently from content that is openly accessible on the web. Because much of LinkedIn lives inside a walled garden, it may be less visible and less useful to AI systems than content published on your own website. Google still operates at a much larger search scale than ChatGPT, even as AI search behaviour grows quickly. LinkedIn still has more than a billion members and remains a powerful place to build visibility, share ideas, and strengthen professional relationships. But it has a limitation in the AI era. Much of its value lives inside a platform that AI systems cannot access as easily or as fully as the open web.

The New System Requires A Focus Both On Web Search And AI Search

The answer is not LinkedIn or AI. It is LinkedIn and the open web. That’s pretty much how most technological advances happen. When radio arrived, newspapers did not disappear. When television arrived, radio did not vanish. New channels rarely erase old ones. They change how attention gets distributed. As AI strategist Matt Strain puts it, “You need to make sure your content is visible to both Google and AI. Strain added, “If your best work lives inside walled gardens (LinkedIn, newsletters, private communities, paywalls), it can vanish from the AI research cycle. In addition to focusing on LinkedIn, publish a searchable home base on your own website, then earn third-party mentions (interviews, podcasts) that validate your credibility.” That’s the strategic shift many professionals have not yet made. They’re polishing the version of themselves that lives inside LinkedIn while neglecting the version of themselves AI can actually read, summarize, and cite. As AI becomes even more prevalent, it’s essential that you post valuable, relevant content to get it referenced in AI summaries.

The Real Advantage: LinkedIn Plus An AI-Readable Home Base

When you manage your digital identity as an ecosystem, you increase the odds that no matter how someone searches for you, they find a clear, credible, and compelling picture of who you are and how you deliver value. Your LinkedIn profile may still rank highly for your name, but if an AI-generated summary appears first and satisfies the searcher, they may never click through to it. That is why zero-click behaviour matters so much now.

Having your own website may seem like overkill or a bit self-centered, but it’s actually key to being visible, known, and found in the age of AI. Strain explained, “Traditional SEO trained us to think in keywords. AI answer engines behave more like a researcher. They look for clear explanations and narrative context that they can summarize with confidence. One of the simplest formats is structured Q&A with a short story behind the answer. Focus on making your expertise easy to extract.” Storytelling is key, and your website allows you to position yourself with this type of content. The good news is that building a strong personal website is simpler than most people think. Follow these steps:

  1. Buy your domain name.
  2. Define your brand identity system – the colours, fonts, and imagery that convey your brand differentiation.
  3. Decide if you want to do it yourself or hire someone.
  4. Create a homepage that clearly states who you help, how you help, and what makes you different.
  5. Add a strong About page written in natural language, not résumé language.
  6. Include proof: media mentions, testimonials, speaking topics, articles, books, podcasts, and case studies.
  7. Publish a few pages or articles that answer the questions people actually ask about your expertise.
  8. Make your content easy for both humans and AI to understand with clear headings and an organized structure. Avoid business jargon.
  9. Link your site to your LinkedIn profile and link your LinkedIn profile back to your site.
  10. Keep it current so both search engines and AI systems find fresh signals of credibility.

Use LinkedIn And Your Personal Website To Increase Your Visibility

Having your own website gives you something LinkedIn cannot fully give you: control over structure. You decide the pages, the questions you answer, the proof points you feature, and the language that explains your value. That makes your expertise easier for both search engines and AI systems to interpret. LinkedIn remains the best platform for building relationships, showing activity, and signalling professional relevance in real time. Your website is not a replacement for that. It is the foundation beneath it. For years, LinkedIn was your most important professional first impression. In the age of AI, it is still important, but it is no longer enough. To be accurately understood and easily found, you need both a strong LinkedIn presence and an AI-readable home base on the open web.

Feature image credit: Getty

By William Arruda

Find William Arruda on LinkedIn. Visit William’s website.

William Arruda is a keynote speaker, bestselling author, and personal branding pioneer. He works with leaders to help them deliver magnetic, mesmerizing, and memorable presentations in-person and online.

Sourced from Forbes

BY DHRUV PATEL

For most small and mid-sized (SMBs) e-commerce businesses, the hardest part of growth today isn’t building a better checkout. It’s adapting to how radically shopping behaviour has changed.

A few years ago, researching a major purchase might have taken 30 minutes across multiple tabs—comparing prices, reading reviews, checking availability. Today, that same research happens in a single ChatGPT prompt: “Find 10 stores selling a PlayStation 5, compare bundles, and tell me the best deal based on my preferences.”

AI-driven search has compressed what used to be a predictable funnel into seconds. And when the funnel collapses, checkout stops being just a conversion point. It becomes the only moment where you still have control.

The funnel still exists, but it’s collapsing fast

On a basic level, commerce hasn’t changed. Customers still learn, decide, and buy. What has changed is speed.

AI-driven discovery has compressed research cycles that once required multiple searches and comparisons. Payments have compressed too. Wallets, tokenization, and one-tap checkout have removed nearly all friction from buying.

Customers now arrive at e-commerce sites from everywhere at once—AI search, social feeds, creator links, comparison tools—often making decisions in seconds. More channels mean less control over how they get to you.

But that fragmentation also creates a new advantage.

Checkout is no longer the finish line. It’s the one moment where every signal finally converges and where growth can be won or lost.

This shift is driving what many operators describe as distributed commerce: a model in which buying decisions, monetization, and growth are shaped across channels, brands, and platforms, then executed in a single moment at checkout.

Why context now drives revenue

Historically, most commerce systems treated checkout as context-free. Once a shopper reached the cart, intent was assumed to be fixed.

That assumption is becoming expensive.

How a customer arrives matters. A shopper who compared prices across multiple sites is likely price-sensitive. Someone coming from social may be inspiration-driven. A customer landing from AI search may already be optimizing for speed or value.

In distributed commerce, upper-funnel signals must shape what happens at the transaction moment—what products appear, which offers surface, and how monetization works.

Delivering the same experience to fundamentally different buyers doesn’t just leave revenue on the table. It weakens trust.

For SMBs, this means a shift in focus

For small and mid-sized businesses, distributed commerce isn’t about doing more across every channel. It’s about concentrating leverage where control still exists.

Instead of trying to master every acquisition surface, the priority becomes making smarter decisions at the transaction itself. Instead of treating checkout as the end of the journey, it becomes the place where signals are interpreted and acted on in real time.

The shift isn’t about complexity. It’s about focus.

Infrastructure still matters more than headlines

AI dominates headlines, but infrastructure determines whether distributed commerce actually works.

Three layers are becoming essential:

1. Product and catalogue infrastructure: It enables brands to offer relevant complementary products without owning inventory, fulfilment, or returns. Shared catalogue models allow adjacent products to appear naturally at checkout while fulfilment remains distributed.

2. Payments infrastructure: This has become table stakes. Embedded wallets and tokenized cards make transactions fast and invisible, regardless of who fulfils the order.

3. Data infrastructure: This allows businesses to collaborate without exchanging raw customer data or exposing competitive intelligence. Signals move, ownership doesn’t.

Without these layers working together, relevance breaks down at the exact moment it matters most.

Measurement in a post-impression world

As commerce and media converge, impressions matter less than outcomes.

Growth leaders are increasingly focused on a simpler question: Would the purchase have happened anyway? Customer acquisition cost, unit economics, and incrementality are replacing attribution theater.

Channels embedded inside the transaction are uniquely positioned to answer whether they truly influenced behavior—especially when you can see how long customers spent on your site and whether they were returning customers.

The real competitive advantage

The biggest obstacle to adopting distributed commerce isn’t technology—it’s adaptability.

Rigid organizations struggle to test new formats, rethink data foundations, or change how monetization works. More resilient companies experiment continuously, refining their systems before competitors force the issue.

The long-term opportunity is clear: Blur the line between advertising and commerce while preserving trust and economics. In distributed commerce, ads function as utility and relevance becomes native.

For founders and operators, the takeaway is straightforward. The next generation of commerce platforms won’t be built around pages or funnels. They’ll be built around context, connectivity, and collaboration. AI has already changed how customers arrive. Now it’s time to change what happens when they do.

Feature image credit: Getty Images

BY DHRUV PATEL

Sourced from Inc.