All Marketing knowledge

Dentsu's new global CMO report captures the moment marketers stopped expecting AI to save them money — and started spending the time it frees up on things machines can't fake.

Dentsu Creative's 2026 CMO report finds marketers want AI for speed, not magic: 71% say it improves speed to market, 70% see no cost savings yet, 78% fear a 'sea of sameness.'

Appliance brand Beko says the way to make AI useful in marketing is to begin with the problems it can actually solve - not the technology.

German insurer Barmer ran a fully AI-generated multichannel campaign via BBDO - more creative variants on the same budget. What it means for marketing economics.

A busy year of chief-marketer moves - from Google to Target - reveals what boards now want from a CMO in 2026. The patterns behind the headlines.

Legal-AI firm Legora says a Jude Law-fronted brand campaign helped it scale fast by prioritising brand over product. The B2B marketing lesson.

WPP has opened an AI-powered production studio in East London, unifying thousands of creatives into one global content factory. What it means for marketers.

OpenAI's debut UK brand campaign for ChatGPT Voice, 'Get Stuff Done', trades sci-fi robotics for warm, human stories. What it signals for marketers.

Paid advertising has started appearing inside AI assistants like ChatGPT. Here is how it works, who is already testing it, and the practical moves businesses should make before the channel matures.

Advertising and marketing job listings in Germany have fallen by more than a third in two years, with the decline accelerating and a rising share of remaining ads demanding AI competence.

Hamburg retailer Otto has exposed roughly 19 million products to AI agents through a ChatGPT plugin and is testing ads inside the assistant, a flagship bet on so-called agentic commerce.

WPP Media has run Germany's first pilot ad campaigns inside ChatGPT for five major advertisers, calling early results promising while quietly admitting it still cannot prove what the ads actually sold.

New DoubleVerify research shows French consumers react to the execution of AI advertising, not its mere presence, punishing low-quality work while accepting polished AI creative with little complaint.

At a French retail conference Danone revealed it personalises creative at scale using AI tied to purchase data, and is now testing ads inside ChatGPT while tracking how answer engines cite its brands.

OpenAI's first-ever France advertising campaign leans on two grandmothers to launch ChatGPT Voice and two new French voices, breaking the fourth wall to make an AI product feel human and unthreatening.

A 12 October Digiday report finds agencies and CMOs planning media and creative against AI-generated synthetic audiences, with one Kenvue brief falling from about 30 days to 3.

French households are warming to the idea of handing everyday decisions to algorithms — starting, Kantar finds, with the heating.

Salesforce is spending $5.66bn on Braze to own real-time customer engagement — the latest move in a buying spree that is reshaping the martech stack.

OpenAI's new UK campaign skips the sci-fi and hands ChatGPT Voice to a cast of sharp-witted grandparents getting everyday things done.

Bannerflow has announced Creative Intelligence, a connected suite of AI capabilities built into the advertising workflow to help brands create, evaluate, understand and scale advertising from one platform.