Title: Today’s AI Stories and Takeaways for Marketers
Date: 2 May 2025
As we head into May, AI continues to reshape how marketing campaigns are built, targeting is optimised, and customer experiences are delivered. From next-gen SEO tools and agentic AI models to AI-integrated search advertising and sports marketing innovations, it’s clear marketers must adapt quickly to stay competitive. Below is a breakdown of the latest developments and what they mean for marketing leaders and teams.
Key Stories & Trends
1. Smarter Marketing Platforms Powered by AI
R/GA has launched an AI-powered SEO tool tailored for today’s evolving search engines influenced by conversational AI like ChatGPT and Google Gemini. Canva has upgraded its platform, integrating campaign planning with content development to support end-to-end brand execution. Meanwhile, Salesforce revealed Agentforce, a new step into agentic AI that hints at more autonomous, decision-making systems for sales and marketing workflows.
These developments suggest a shift towards streamlined creative workflows and campaign automation, bridging strategy with content generation in real-time.
2. Data to Insight: AI’s Expanding Role in ROI
A set of new studies and product advancements confirm AI’s tangible impact on engagement and revenue. IDC research reports that companies adopting generative AI in marketing are seeing a $3.70 return per $1 invested. Brands using AI to surface customer insights are identifying growth opportunities earlier and reducing time to execution. From personalisation to content generation, the intelligent use of AI clearly translates to performance gains.
3. Redefining Marketing Job Functions
AI’s rise is altering the marketer’s role—especially for analysts and content creators. Analysts are evolving into strategic advisors, leveraging AI not just to extract insights but inform long-term planning. On the customer-facing side, chatbots and AI-generated content are redefining engagement, prompting marketers to act more as curators of AI outputs. With this comes the challenge of information overload: distilling volume into action becomes essential.
4. Search Advertising Gets a Generative Makeover
Google and Microsoft are embedding AI deeper into advertising ecosystems. Google’s expanded ad placements and keywordless Search Max campaign beta are designed for intent-driven matches. Bing is following suit, testing showroom-style visual ads inside Copilot, its AI assistant. As AI-generated search results become more common, advertisers need to understand how organic and paid placements will dynamically interact—a sea change for brand visibility.
5. Innovation at the Intersection of Sports, Influence, and Data
The 2025 SBJ Brand Innovation Summit highlighted how brands are using generative AI for hyper-targeting and monetising NIL (Name, Image, Likeness) deals in sports. Campaigns are anchored in fan behaviour data—whether in stadiums or at home—and extend into music and fashion crossovers. Expect deeper integrations between data, content strategy, and culture to become standard in sports and lifestyle marketing.
6. Startups Lead with Lean, AI-Infused Marketing Tactics
Emerging brands are adopting predictive analytics, micro-influencer targeting, and video-first creative to reduce customer acquisition costs and compete with incumbents. Augmented reality and interactive formats are gaining traction as consumer attention splinters. Programmatic is becoming more refined and less reliant on third-party cookies, with startups moving fast to trial scalable, lower-cost models.
What This Means for Marketers
– Invest in AI tools that streamline campaign planning, insight generation, and content execution. Platforms like Canva and Salesforce are converging these functions.
– Keep pace with search ad evolution—Google and Bing’s experiments may soon replace keyword dominance with AI-contextual matching. Be ready to test early.
– Use AI not just to segment your audience, but to extract behavioural signals and shift budget to high-intent, highROI tactics.
– Elevate analysts into strategic roles. Democratise AI outputs with clear guidance to keep teams aligned and customer-centric.
– Explore interactive formats—AR, video, and shoppable content—as core assets, not add-ons. Engagement uplift can offset performance declines in traditional channels.
The AI wave is forcing changes in how marketing works—from tools to team structures. It’s also unlocking massive efficiency and growth potential for those willing to test, learn, and adapt fast.
Stay sharp,
—The Growth & Innovation Desk
