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.

In this month’s Thoughts on Tap, Rachael Stackhouse explores how corporate communicators can close the gap between activity and impact - and why smarter analytics are key to proving real value.

In this month’s Thoughts on Tap, Karen Lester examines the push and pull between corporate and consumer brands in the FMCG sector – and the critical role of digital comms.

GPT-5 isn’t just another AI upgrade. It takes everything you like about GPT-4 and dials it up. It’s sharper, more intuitive, and has a knack for sounding genuinely human. If GPT-4 was the reliable teammate you could count on for solid drafts, GPT-5 feels more like the star strategist who remembers your coffee order, spots emerging trends before they take off, and creates campaigns that feel authentically human. The result? Brand storytelling that connects instantly and resonates deeply.

Aura Group CTO Staffan Lindgren explores why policymakers and business leaders must collaborate to co-create effective regulation in an era defined by AI and data privacy.

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