Short reads for short attention spans

Gucci’s AI ads trigger backlash. Efficiency or creative cheapness?

Gucci’s recent AI-generated campaign ahead of Milan Fashion Week has sparked online criticism, with some consumers arguing the visuals feel impersonal and disconnected from the brand’s heritage of craftsmanship. While AI production can dramatically reduce cost and turnaround time, critics questioned whether the move prioritised efficiency over brand equity.

The debate centres on whether luxury brands risk eroding long-term value by leaning too heavily on generative tools for creative execution.

Why it matters:

• AI can drive efficiency, but luxury and heritage brands trade on craft, distinctiveness and human artistry.
• Cutting production costs may boost short-term margins but risk long-term brand dilution.
• The broader question: are brands optimising for efficiency at the expense of emotional equity?

Further reading at Business Insider:

Gucci's new AI-generated ads have hit a nerve online

Roku remains the largest open CTV ad platform

Recent MediaPost reporting shows Roku continues to hold the largest share of open connected TV (CTV) ad inventory, accounting for roughly a third of open-platform supply in the US. As CTV spend grows, Roku’s position reinforces its importance in streaming ad planning and buying.

The data reflects ongoing advertiser migration toward streaming environments as linear TV fragments.

Why it matters:

• Platform concentration in CTV affects negotiation leverage and inventory pricing.
• Open CTV ecosystems are becoming as strategically important as walled gardens.
• Media planners must understand platform share to optimise reach and frequency.

Further reading at the Media Post:

Roku Remains Top CTV Open Ad Platform With 32% Share

Boards question marketing capex as scrutiny intensifies

Marketing Week reports that boards are increasingly scrutinising marketing capital expenditure (capex), questioning long-term investment cases and demanding clearer ROI visibility. As CFO oversight tightens, marketing leaders face pressure to justify spend not just as cost, but as growth-driving investment.

The tension reflects a wider macroeconomic environment where capital allocation decisions are under closer review.

Why it matters:

• Marketing budgets are increasingly viewed through a finance lens, not just brand strategy.
• CMOs must articulate marketing as a growth engine, not a discretionary cost.
• Measurement, attribution and effectiveness frameworks become critical in board-level conversations.

Further reading at The Marketing Week:

Marketing isn’t CapEx? No wonder marketers have issues with the board