Insights

Most marketing teams have been using generative AI for a while now. Drafting copy, brainstorming ideas, summarising research, it's become part of the workflow. But there's a shift happening that goes beyond chatting with a language model and hoping for a useful reply. We're moving from AI that helps us do our work to AI that actually does work for us.

Much of the conversation around digital marketing still focuses on what is new: new tools, new platforms and new capabilities, particularly around AI. But the more useful question now is simpler: what is here to stay?

Across Europe, sustainability is now central to corporate strategy, but communicating it remains a major challenge. With tighter regulations and rising scrutiny, stakeholders expect accessible, verifiable and comprehensive information on corporate websites.

TikTok is where discovery begins — but loyalty is built elsewhere. In a feed that moves in seconds, you can win attention fast; the next purchase is won when it’s easy to understand, believe in, and choose your brand again. Treat every video as a small trust transaction: if it gives the viewer proof, an explanation, or a useful service, you’ve earned a “trust token” you can compound over time.

Sustainability has become a central part of brand identity in the FMCG industry. However, as the industry keeps discussing it, the tone and message are losing their effectiveness. Today, many consumers and media outlets are tuning out. Not because they don’t care, but because they’ve heard it all before. The story has changed, so the messaging needs to change too.

Content & MarTech Specialist Eliott Friberg explains how September offers a prime opportunity to reset marketing workflows, re-engage audiences, and set your brand up for long-term growth.

The fast-paced marketing landscape demands that global teams deliver more targeted campaigns, generate higher-quality leads, and build long-term brand awareness - all while working with fewer resources and tighter timelines. Content is continuously optimised, new campaigns are launched weekly, and personalisation has become a necessity rather than an option. But what if the key to achieving all these goals lies not in producing more content, but in improving the processes behind it?

Senior consultant Karen Lester explores how smarter planning and early alignment can turn content output into impact.