Agencies are racing to integrate AI into every layer of marketing, but many are quietly pocketing the efficiencies instead of passing them along to clients.

Beyond the spreadsheets, there’s something more human, and unsettling, emerging: the idea that AI won’t just reshape business but intimacy itself. Gary Vaynerchuk predicted our grandchildren might someday marry AI bots. Absurd or inevitable?

As Bumble lays of 30% of its workforce, I’m hoping this isn’t a larger dating trend (one likely has nothing to do with the other, but it does make me wonder about the future of dating and what that looks like).

• (mynotes) AI and Cost Savings: Agencies tout AI-powered capabilities while maintaining pricing models built for human labor. The shift will come and it’ll likely mean more work (because now there are time savings from AI) at lower costs than when human capital was needed.

• (mynotes) Intimacy Redefined: If AI companions can meet one-sided emotional needs, what happens to our understanding of connection and authenticity when interacting in the “real” world?

Now, let’s talk about this sandwich. Earlier in the month, , jumped in on a trend to share what plastic surgeries she’s had.

Then this week, she posted a $48 peanut butter sandwich and made a joke about how pricey it was, saying, "Imagine if I got jelly?!" She then had a CTA to swipe the carousel, where she wrote on the image "the damage: $48."

It wasn’t curated to be “relatable," it was meant to be honest. These are two wildly different reveals, but the impact was the same: they felt real. And that’s what lands today.

(mynotes): In a world of hyper-analysis, transparency diffuses tension. And when you say it first, you shape the narrative. Whether you’re building a brand or leading a team, the edge isn’t always in the polish. It’s in the plain-speak.

How would this land with your audience?

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2. “Ulta Beauty is leveraging store associates who already make social media content for an ambassador program designed to connect directly with consumers while also fueling and informing the company’s social marketing strategy.” (Glossy)

   1. (my)notes: EGC (employee generated content) is the new UGC. Think of your employees as not only ambassadors but content creators (many of them may already be creating their own personal content and be comfortable with it). When you’re hiring, as their comfort level of being on camera. When you’re looking at trending content on TikTok, think about how your employees could recreate it for your brand. Give them agency to be creative.

3. Marketing tactics are going to change as retailers not only have to cater content to human shoppers but a future evolution of AI shoppers. These AI agents won’t be deterred by beautiful imagery or emotionally-relevant content. Instead, they're going to be after data and information to achieve the goal of the human shopper they’re performing the task for (WSJ)

   1. (my)notes: Marketing to bots in addition to humans is a wild idea and one I didn’t even think about. Bots will be looking at ranking when searching for a product (paid search will help here); how items are displayed on a site (are photos even necessary?); and pricing - bots won’t feel emotionally connected, they’re going to search for the best price, if that’s part of the prompt.

4. had a great newsletter this week about a subject that I’ve been talking about for a long time - group chats and fireside communities. She mentioned brands who are partnering with creators who have their own micro communities on platforms such as WhatsApp, Discord etc. and are doing it in smart ways to get eyeballs from a hyper engaged audience from a creator that audience trusts.

   1. (my)notes: I love the idea of communities as a town square or living room. There are times where both have been relevant, but with such LARGE town squares or endless newsfeeds, there is a desire for more tapped in communities where people can actually connect (in the living room).

   2. When brands are evaluating talent, they should be looking beyond the standard mega platforms and connect with talent already engaging in a hyper niche way OR determine if the talent is capable of driving that type of excitement, conversation and reach and the brand can instead "host" the dialogue.

   3. A good example Lia mentioned is Offball partnering with LeBron James for a WhatsApp group chat during Draft Day.

   4. Your brand could engage talent to ‘host’ the live chat during your brand's digital or IRL event. The talent could share BTS, answer questions etc. A one time event creates urgency and appeals to new audiences who feel connected to the creator or talent.

For as long as I can remember receiving newsletters that were essentially news recaps or summaries, I’ve loved going through the day’s forecast and thinking about what it means for the brand, business, client, or talent I’m involved with. Whether it’s a tech update or an innovative campaign, there’s always a spin on how it can work for you.

I’ve found that this tactic not only not reveals golden nuggets of ideas hidden in plain sight but also keeps strategies and your industry know-how up to speed (which plays out well when you can source a buzzy news moment in a meeting or include it in a pitch deck).

I’ll be taking weekly marketing and advertising news and translating what it can mean for your brand or client. You’ll start getting those updates right here in your inbox.

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