Brands and AI Marketing Shifts: What CMOs Should Watch Now

Brands and AI marketing shifts are accelerating how companies plan, produce, and distribute marketing. Therefore, leaders who manage budgets, agencies, and creative teams need a clear view of what’s changing. In short, this moment blends new agency models, higher expectations for creator partners, bold brand refreshes, and Google’s expanding AI products — all of which can alter reach, cost, and consumer experience.

## Why brands and AI marketing shifts matter now

Brands and AI marketing shifts are not just a technology story; they are an operational one. Marketing leaders are rethinking how work gets done because AI tools and new search behaviors change the rules for discovery and creative scale. For example, some large advertisers are integrating agencies closer to internal teams to produce more content and move faster. This matters because speed to market and consistent messaging are often the difference between a campaign that resonates and one that misses.

Additionally, these shifts affect how brands measure success. As channels evolve, so do expectations for performance and strategy from agency partners. Therefore, marketing organizations face trade-offs between control, cost, and creativity. Moving some functions in-house can offer control, while outsourcing retains expertise. Meanwhile, a hybrid approach—co-sourcing—lets brands tap agency acumen while keeping key decision-making internal.

Finally, with AI starting to reshape search and consumer touchpoints, brands must consider data governance and content authenticity. However, the opportunity is clear: better personalization at scale and faster experimentation. As a result, companies that adopt flexible operating models and invest in partnerships will likely navigate the next wave more effectively.

Source: Marketing Dive

brands and AI marketing shifts: co-sourcing as a practical middle path

Co-sourcing is emerging as a practical response to brands and AI marketing shifts. In practice, co-sourcing blends in-house teams with agency specialists. Therefore, brands can keep strategic control and speed while leveraging outside creative and distribution expertise. For instance, PepsiCo integrated an agency closer to internal teams and tripled content production. As a result, the brand reported sales growth for at least one product line — an example of operational change translating into commercial outcomes.

However, co-sourcing is not a simple swap. It requires clear governance, shared tools, and aligned incentives. Additionally, the model benefits from joint planning and fast feedback loops. Therefore, teams that adopt co-sourcing usually formalize roles: who owns strategy, who executes creative, and who measures performance. This clarity reduces duplication and helps scale content without losing brand coherence.

Moreover, in an AI-first world, co-sourcing allows brands to access agency-level data and creative systems while keeping sensitive data and final approvals inside the company. Consequently, companies can experiment with AI-supported content generation and rapid testing while maintaining brand safeguards. Looking forward, co-sourcing will likely become a default for large marketers who need both control and scale. However, success will hinge on strong collaboration and shared metrics.

Source: Marketing Dive

brands and AI marketing shifts: rising expectations for creator AORs

Brands and AI marketing shifts are changing what companies expect from their creator agencies of record (AORs). Executives from major brands such as Unilever, Gap, and Marriott are now prioritizing partners that can deliver both performance and higher-level strategy. Therefore, agencies that once focused mainly on creative execution must expand capabilities into measurement, platform fluency, and business strategy.

Additionally, as investments in creator-driven content grow, so does the need for agencies to demonstrate clear ROI. Consequently, brands demand partners who can link content to sales and deliver insights that feed future campaigns. For example, creators who understand paid distribution, platform algorithms, and audience behavior add measurable value beyond one-off viral hits.

However, this shift also favors agencies and partners that can operate at speed. Therefore, having efficient workflows and the ability to scale content production matters more than ever. In this context, AI tools can be both an accelerant and a disruptor: they help generate variants quickly and inform optimization, but they also raise questions about originality and brand voice. As a result, brands will likely favor AORs that combine creative judgment with technical know-how.

Finally, success for creator partnerships will depend on accountability. Brands want partners that take responsibility for outcomes and contribute to longer-term brand building. Therefore, agencies that present integrated plans—creative, distribution, and measurement—will be better positioned to win and keep large accounts.

Source: Marketing Dive

Google’s AI moves: search mode and a health assistant reshape discovery

Google’s rollouts, including a new AI Search Mode in Spain and an AI-based health assistant, show how platforms are changing discovery — and how brands must respond. First, the AI Search Mode changes the search experience by surfacing summarized results and AI-driven responses. Therefore, users may rely less on traditional links and more on synthesized answers. Consequently, brands that depend on organic search traffic should reassess SEO and content strategies to capture visibility in AI-driven formats.

Additionally, Google Research’s AI health assistant points to platform-led vertical tools that can influence regulated or specialized interactions. Therefore, healthcare-related brands and partners may need new compliance and partnership approaches when interacting with such assistants. Moreover, these tools can change how consumers find information and make decisions, which affects awareness and conversion funnels.

However, the broader point is not just technical. These product moves force marketers to think about presence across a new kind of search surface. Therefore, brands should test format-native content, prioritize clear and authoritative signals, and monitor how AI summaries cite sources. As a result, companies that adapt content to be helpful, trustworthy, and optimized for AI summaries will likely retain discoverability.

Source: news.google.com

Domino’s refresh: brand purpose, sound, and a new ‘cravemark’

Domino’s first refresh in a decade highlights how brands are using creative change to reach younger consumers and stay culturally relevant. The pizza chain introduced a new look and an audio-visual expression called a “cravemark,” which includes a voice performance by singer Shaboozey. Therefore, Domino’s is betting that consistent sensory elements—visual and audio—can strengthen recognition and emotional connection.

Additionally, this kind of refresh illustrates another strand of brands and AI marketing shifts: while technology changes distribution, creative fundamentals still matter. Consequently, brands should keep investing in distinctive assets that translate across channels and formats. Moreover, as platforms and search experiences evolve, consistent brand cues help AI systems and consumers recognize and prefer a brand.

However, refreshes are not only cosmetic. They often reflect strategic choices about target audiences and tone. Therefore, marketing leaders must pair visual updates with messaging that aligns to customer behavior and channel demand. As a result, when creative and operational strategies align, refreshes can drive both short-term buzz and long-term brand equity.

Finally, Domino’s example shows that big brand moves can fit within broader shifts: faster content production, new distribution channels, and AI-driven discovery. Therefore, brands should plan refreshes as integrated efforts, combining creative craft with the operational changes needed to amplify them.

Source: Marketing Dive

Final Reflection: Connecting the dots on rapid change

Taken together, these reports show a clear narrative: brands are responding to rapid shifts in how people discover and experience content. Therefore, the practical implications are threefold. First, operating models are changing; co-sourcing offers a middle path between control and scale. Second, expectations for creative partners are rising; brands want performance and strategic thinking from creator AORs. Third, platform-level AI — from search modes to domain assistants — is redefining discovery, which makes brand assets and trust signals more important than ever.

Additionally, companies that combine a refreshed creative identity with an agile operating model will be best positioned to capitalize on these trends. Therefore, leaders should pilot new partnerships, test AI-native formats, and measure outcomes closely. Finally, while technology creates new possibilities, the core challenge remains human: aligning teams, partners, and audiences around purpose and value. As a result, brands that balance creative craft with operational rigor and thoughtful AI adoption will accelerate growth in the years ahead.