Short reads for short attention spans

Authenticity becomes a differentiator as AI content floods feeds

As generative AI tools dramatically accelerate content production, social feeds are increasingly filled with AI-generated visuals, videos and text. In response, creators and brands are leaning harder into authenticity, emphasising human storytelling, behind-the-scenes content and imperfect creative to cut through.

What began as a technological advantage is quickly becoming a creative challenge: when everyone can produce polished content instantly, originality and human voice become the real differentiators.

Why it matters:

• AI democratises content production, increasing creative supply but reducing distinctiveness.
• Brands that prioritise authenticity may stand out as audiences grow wary of synthetic content.
• Creative strategy may shift from pure production efficiency toward cultural relevance and human storytelling.

Further reading at Digiday:

After an oversaturation of AI-generated content, creators’ authenticity and ‘messiness’ are in high demand

Brands reconsider above-the-line investment to rebuild demand

Some major brands are re-evaluating reductions in brand advertising and signalling renewed investment in above-the-line activity to rebuild demand and cultural relevance. The shift reflects growing recognition that performance marketing alone cannot sustain long-term growth without brand equity and mental availability.

With customer acquisition costs rising across digital channels, marketers are revisiting the role of broad-reach brand investment in the media mix.

Why it matters:

• Rising digital acquisition costs are forcing brands to rebalance brand vs performance investment.
• Long-term brand building is regaining credibility with boards and finance teams.
• Media planners may see increased budgets returning to reach-driven channels.

Further reading at the Marketing Week:

Gucci owner plans to up brand investment to ‘reignite desirability’

Gaming audiences gaining strategic importance for brands

Gaming is increasingly being recognised as a core media environment for reaching a range of audiences (not just young), with brands exploring partnerships across esports, in-game advertising and creator collaborations. With global gaming audiences now exceeding three billion players, the channel is moving from niche activations toward mainstream marketing strategy.

Advertisers are also exploring new formats such as in-game billboards, branded virtual experiences and creator-led integrations.

Why it matters:

• Gaming offers access to highly engaged audiences that are increasingly hard to reach through traditional channels.
• New ad formats inside games create additional inventory for brand visibility and storytelling.
• Brands that understand gaming culture can unlock deeper engagement than traditional advertising placements.

Further reading at The Marketing Week:

Gaming Summit