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Gone are the days where publishers enjoyed a surplus of search traffic referral. AI bot crawlers have usurped those eyeballs. Publishers, however, aren’t taking the changes lying down.

The degradation of search referral traffic isn’t new. The writing has been on the wall since the advent of AI chatbots. Now, AI features are keeping users on Google’s platforms longer and the Google-publisher value exchange is in free fall.

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X is launching a new revenue model for creators next month, called the Original Content Rewards Program, that will reward creators who produce “original, high-quality content” that is a reflection of their creativity and expertise, according to the official announcement.

SpaceXAI execs told Digiday they consider it the “year of the creator,” which is why they’re making changes to its revenue program in an attempt to court them. 

But X’s program faces a challenge in winning over creators. The platform’s feed can be controversial, which media buyers and creator agents say diminishes its creator and advertising value compared to others.

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Since AI Overviews were first rolled out by Google in 2024, they’ve only begun to appear against an ever-larger proportion of search results. According to Ahrefs, that’s had the effect of cutting web traffic to some websites by as much as 58% as users opt to remain within Google’s real estate, rather than clicking through.

Understanding how that is impacting advertisers is difficult, because this change has not been felt equally by every business. Companies that heavily rely on direct-to-consumer sales like jeweler Kendra Scott, or that sell products that customers tend to spend a long time considering, like automakers or white goods, are finding themselves on the sharp end of new search behaviors, for example.

If we zoom out a little, however, clear patterns begin to emerge. At marketing services group Brainlabs, organic web traffic declined on average by over 10% following the introduction of Google’s Overview feature, across a sample of the company’s own Google Analytics data covering 54 clients. The dataset includes 24 U.S. firms, 24 British brands, plus six clients operating in other markets (29 were larger advertisers employing at least 1,000 staff).

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Observers hope adland won’t repeat past mistakes, especially as it looks to develop standards for measuring how ads will work in LLMs, many of which are set to become the primary means of accessing information.

Jaded observers of the past will note that the stakes have never been higher, and equally lament how the deck has never been stacked more in the favor of Big Tech, but let’s get into the weeds a bit before jumping to conclusions.

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This story was first published by Digiday sibling Modern Retail.

By the end of this year, shoppers will finally be able to use Apple Pay and Google Pay in Walmart stores, ending years of frustration that the retailer didn’t support what is now a nearly ubiquitous payment option.

Walmart will begin to support contactless payment methods at select Walmart stores and Sam’s Club locations beginning Aug. 24, with plans to roll it out to all U.S. stores and clubs by the end of 2026 and to fuel stations by mid-2027, the company said Friday.

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When we convened in February, marketers’ approaches to AI were still nascent. Over the past several months, many iconic brands have moved from early experimentation to strategies and tactics that put AI firmly in the spotlight — and increasingly in the agentic driver’s seat.

On Sept. 24 in New York City, Digiday, Glossy and Modern Retail will host the second iteration of AI Marketing Strategies, bringing together brand leaders, agency executives, analysts and technology providers to explore what’s actually working as AI reshapes modern marketing.

This next phase of AI Marketing Strategies will cut through the hype and lip service, zeroing in on standout case studies and emerging practices from brands like Samsung, Bayer and David’s Bridal and others that are quickly becoming table stakes across product discovery, personalization and targeting, creative generation and more.

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What a time to be a holding company CEO. You’re either the charmer who lands big clients then waltzes off to the next pitch to sprinkle your fairy dust (Arthur Sadoun), or you’re the wily old veteran who’s climbed to No. 1 by knowing when to buy — or not buy — a competitor (John Wren). 

But what about the CEO who’s actually trying to be honest and transparent by acknowledging the internal challenges to transformational change — and then has that transparency used against her in a court of law? Cindy Rose, WPP’s CEO who’s about to hit her one-year anniversary running the OG of holdcos, finds herself in that role, whether she likes it or not. 

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Ads are starting to get served to bots instead of people. Nobody agrees on what that’s worth, or who gets credit for it.

The Interactive Advertising Bureau is trying to fix that. A new framework, due out Nov. 12, will tackle how to attribute and credit conversions influenced by AI, the mechanism increasingly standing between publishers and the humans who used to click through to their sites directly.

The IAB is working to “create a shared framework for measuring and crediting AI’s role in conversions, especially when traditional signals are minimized,” according to Caroline Giegerich, vp of AI at the IAB. The IAB is exploring new measurement frameworks and signals to quantify AI’s influence on purchase decisions, she added.

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This article was first published by Digiday sibling Modern Retail.

When and how to use AI in advertising imagery is proving to be one of the biggest questions facing marketers this year.

For some brands, AI platforms and services are proving to be game-changing for their ability to speed up creative processes, and save money. Companies like personal care brand Goodwipes are using it not only to create content but also to optimize past photo shoots, while others like Hilton are using AI tools to fuel more ad campaigns without extra shoots. Conglomerates like Unilever are using editing and visualization tools to quickly jump on viral trends, while companies like beverage brand Koia are using it as the basis for entire campaigns that aim to go beyond the bounds of reality.

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OpenAI’s enterprise ambitions have found a new target: ad teams. 

The company is hiring a San Francisco-based head of ads enterprise marketing to shape that positioning, according to a vacancy currently on OpenAI’s careers page. The role is tasked with building “the content, thought leadership, events and demand programs needed to drive enterprise advertising pipeline and long-term growth”.

The role comes with a compensation package between $374,000 and $415,000 plus equity, according to the job posting. The successful candidate will also “shape the narratives that position OpenAI as a premium advertising platform for the world’s marketers” and “establish OpenAI as a trusted, differentiated platform for enterprise advertisers and agencies”.

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Marketers want their brands to be part of culture, rather than advertising around it — and see fandoms as the way in.

Marketing execs have long since rallied around industry buzzwords like authenticity or community. From RFPs to campaign planning, high level marketing execs have entered “fandom” into the current buzzword du jour.

For this word — unlike so many other parts of the industry — marketers have a consistent and clear definition.

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Discord is taking its ads business further down the funnel with its latest ad format, Play Quest+.

The format lets brands offer players rewards for completing in-game actions, such as finishing a match, completing a tutorial or playing with a friend. It marks a shift for Discord from simply putting brands in front of its highly engaged gaming communities to giving advertisers a way to drive — and measure — what those users do next.

Here’s how it works: Players accept a Quest and link their Discord and game accounts, allowing Discord to automatically track their progress as they play. Brands can then reward them for completing meaningful in-game actions, using Discord’s Social SDK and Events API.

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This story was first published by Digiday sibling Modern Retail.

Tariff refunds continue to bolster the balance sheets of big retailers while consumers remain constrained by higher fuel prices and other macroeconomic factors.

Walmart has received about $2.9 billion in tariff refunds, the company’s CFO John David Rainey told investors in the company’s second-quarter earnings call Thursday morning.

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It wasn’t that long ago that a brand announcing a creator had taken up an internal role would’ve triggered an eye roll. Gemma Collins called herself creative director at Canva. Dhar Mann as the NFL’s chief kindness officer. Olivia Nell became “out of office” director at ASOS. Those examples were all recent, but something is shifting rapidly in the space.

But as CMOs and now CEOs start taking creators seriously and the creator budget expands, that’s shifting, along with creators’ ability to join the C-Suite in more meaningful ways.

In the spring, creator and comedian Jack Shane was made chief creative officer of German candy company Katjes, to help grow it in the U.S. Similarly, soft drink brand Cool Sips named reality TV star and creator Whitney Leavitt as its chief creative and brand officer. Cherub, an investment platform connecting creators with startups, named entrepreneur Nadya Okamoto as its chief creator officer earlier this summer, to help source deals.

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This story was originally published on sister site, Modern Retail.

Launched in 2024, toy brand Sticki Rolls first took off through YouTube creators, unboxing videos and trading hauls before growing into a collectible brand and generating more than a billion YouTube views. Now, the brand is leveraging that success as it focuses on new channels.

Sticki Rolls’ signature sticker books first launched in specialty toy stores and on Amazon, before entering Target. In late 2025, the brand expanded into Walmart, its biggest retailer to date, and it’s now available in more than 60 countries. Last year, the Sticki Book of stickers was awarded as Creative Toy of the Year at the 60th U.K. Toy Industry Awards.

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Marketing teams face a significant personalization bottleneck due to a ten-day wait for behavioral data, a process that should take minutes. This delay stems from an inherited engineering crisis where marketers must submit tickets for every new behavioral summary. The core issue is "feature freshness," the lag between customer behavior change and system updates, which traditional marketing campaigns did not demand but modern AI models require.

India is a fast-growing consumer market and a source of innovation. Its food processing sector connects farmers with consumers seeking quality and convenience. Young consumers expect speed, transparency, and authenticity from brands. Technology accelerates innovation, enabling faster responses to local needs. Companies succeeding will be responsive, responsible, and human-centric.

Carmakers are selling more vehicles, but profits are declining due to rising commodity costs. Maruti Suzuki's net profit fell despite a significant jump in sales volume. Tata Motors and Hyundai Motor India also experienced margin contractions and profit drops. Automakers are absorbing higher input costs rather than passing them to consumers. Significant capital expenditure on new technologies also impacts current profitability.

Artificial intelligence will shift payments from digital to delegated commerce, enabling machines to transact for consumers. Trust and real-time controls will become essential building blocks for the financial system. AI will enhance personalized experiences and help identify fraudulent transactions effectively. Consumers will focus on payment outcomes rather than the underlying transaction rails. New guardrails will be necessary as machines increasingly interact autonomously.

In a rallying call to budding diplomats, Prime Minister Narendra Modi stressed the need to project India's merits internationally. His message focused on advancing economic interactions and bolstering digital mission footprints. He encouraged the innovative use of the 'Bharat ko Janiye' Quiz to engage young citizens and suggested harnessing artificial intelligence for enhanced outreach, ultimately targeting a significant boost in India's global tourism and economic influence.

India is on track to boast the world's second largest affluent consumer base, a shift that promises to invigorate its economy and reshape consumer habits. As more Indians invest in travel, hospitality, and luxury items, there is pressing demand for Indian manufacturers to ramp up production and elevate quality. This transformation opens the door for local brands to shine on a global stage.

Lufthansa Group executive says stronger passenger and premium demand makes India an attractive market. India is now Lufthansa's second-largest intercontinental market after the United States. The airline is expanding capacity and adding premium services to India. A partnership with Air India could further shape Lufthansa's India strategy.

Several celebrities and influencers have stopped endorsing food and beverage brands. This action follows increased regulatory oversight and judicial pressure on the sector. Brands face scrutiny over mandatory labelling for high salt, sugar, and fat content. Celebrities are concerned about reputational damage more than financial penalties. This shift reflects a growing respect for regulatory enforcement and legal provisions.

Companies now compete by explaining and teaching, not just selling products. This shift makes communication an organizational capability shaping business resilience. Knowledge compounds over time, reducing acquisition costs and improving retention. Leading organizations build environments customers choose to revisit for insights. Trust in knowledge creators is the new corporate currency in this evolving economy.

Marketers are reallocating their mobile advertising budgets from closed platforms to more transparent alternatives. The need for measurable returns and clarity is motivating this transition. Advertisers are now prioritizing performance and ROI when evaluating their marketing channels. As a result, independent platforms are poised for increased investment in the upcoming years, mirroring projections of significant growth in in-app mobile advertising spending.

Temporary hiring for festivals is now expanding beyond major Indian cities. Tier II and Tier III markets are experiencing faster growth in seasonal employment opportunities. E-commerce and organised retail are driving this significant shift in hiring patterns. Companies are increasingly focusing on these smaller cities for their fulfillment needs.

Acer is expanding beyond PCs with its House of Acer strategy, targeting consumer electronics and home appliances. President and Managing Director Harish Kohli says building service infrastructure across India is the immediate priority. The company plans to expand from 10,000 to 21,000 pin codes while using technology and marketing to drive growth.

In today's India, consumers prioritize quick and convenient experiences over traditional product and pricing factors. Businesses need to enhance customer experience to stay competitive, with frontline partners playing a crucial role in shaping brand perception. Entrepreneurs should base their strategies on genuine consumer insights while remaining adaptable. Achieving sustainable growth hinges on fostering trust through reliable and consistent service delivery.

Luxury travel is changing. For many travellers, it is no longer just about a better hotel, a private villa or a destination that looks good on Instagram. Increasingly, people are choosing holidays around how they want to spend their time - eating well, being outdoors, discovering local communities and simply slowing down

China’s coffee boom is helping Luckin overtake Starbucks, with its low prices, app-based convenience and local flavours driving rapid growth. The shift reflects China’s broader rise in consumer brands, though its soft power remains limited by digital isolation. Luckin’s global expansion could test whether a Chinese brand can become aspirational worldwide without directly promoting Chinese culture.

Apple is reportedly exploring a more glass-centric design for its 2027 Pro models. Manufacturers face challenges in achieving acceptable production yields for ambitious designs. The company is investing in advanced glass manufacturing technologies and innovation centers. This push for seamlessness aims to make familiar objects feel new again. Apple balances aesthetic purity with structural necessity in its product development.

Whirlpool India says it will operate independently despite its US parent retaining a 39.7% stake. The company plans to expand its premium portfolio, strengthen refrigerators and washing machines, and grow its air-conditioner business. Six senior executives have invested their savings in the company’s shares. Whirlpool also plans ₹245 crore investment in a new production line as it targets top-three positions across segments.

American Express India joins forces with the Nita Mukesh Ambani Cultural Centre to provide exclusive arts and entertainment opportunities for eligible Card Members. This collaboration grants pre-sale ticket access to select shows, complimentary admission to certain productions, and unique dining benefits. The initiative focuses on enriching the value of Card Membership through immersive cultural experiences.

Contemporary Indian consumers are increasingly placing a premium on wellbeing and purposeful eating choices. This evolving mindset is unlocking numerous prospects for the food sector. There's a growing demand for food that offers both nutritional benefits and functional qualities. The challenge lies in innovating ways to provide healthier options while still maintaining great taste and affordability, ensuring that nutritious food is available to every individual.

South Indian festivals now drive early brand engagement and consumer spending. Brands are adapting campaigns to local cultural calendars and consumer needs. This shift moves away from isolated peaks towards continuous marketing efforts. Businesses are planning around regional demand curves and consumer aspirations. South India's festive rhythm offers year-round opportunities for brands.