Marketing ROI Soars with Generative AI; AI Browsers Challenge Search Dominance
Key Takeaways
- SAS report: 93% of CMOs report measurable ROI from generative AI adoption.
- Perplexity launched Comet AI browser; OpenAI developing one, challenging Google's search dominance.
- AdTech, MarTech converge due to rising costs and AI adoption, says ETBrandEquity.
- Amazon launched AI ad creation tool for advertisers on Amazon and partner platforms.
- Pinterest's AI Taste Graph boosts product relevance; 90% find products relevant.
Top Stories
Marketers report measurable ROI from generative AI adoption.
A 2025 SAS report reveals that marketers are leading in generative AI (genAI) adoption, with 93% of CMOs and 83% of marketing teams reporting measurable ROI.
AI browsers from Perplexity, OpenAI challenge Google's search dominance.
In September 2025, Perplexity launched Comet, an AI-powered web browser in beta for premium subscribers, while OpenAI is reportedly developing its own browser, challenging Google's search dominance.
AdTech, MarTech converge due to rising costs, AI adoption.
On September 17, 2025, ETBrandEquity’s MarTech+ Summit 2025 featured marketers discussing the convergence of AdTech and MarTech, driven by rising customer acquisition costs and AI adoption.
Amazon launches AI ad creation tool for advertisers.
On September 17, 2025, Amazon launched a chatbot-style assistant to help advertisers create AI-driven ads for Amazon's ad inventory and partner platforms.
Pinterest's AI Taste Graph boosts product relevance, purchase likelihood.
On 2025-09-17 Pinterest released a report showing that curated product displays, powered by its AI Taste Graph, alleviate decision paralysis, with 90% of users finding products relevant.
Ad Innovation Spotlight
Chase Sapphire Reserve taps Hailey Bieber for younger demographic.
On September 17, 2025, Chase Sapphire Reserve launched a new ad campaign featuring Hailey Bieber to attract a younger demographic and retain customers.
Tesco’s F&F launches ‘Style it Out’ campaign across UK, Ireland.
On 2025‑09‑17 Tesco’s F&F range launched the second ‘Style it Out’ campaign, directed by Alex Prager and overseen by BBH London’s Felipe Serradourada Guimarães.
Channel 4 uses Trump impersonator for 'Trump v The Truth' ads.
On September 17, 2025, Channel 4 enlisted a Donald Trump impersonator for idents promoting the Trump v The Truth series.
Consumer Behavior Watch
Small businesses face marketing confidence decline, need customer feedback.
On September 17, 2025, Caroline Ceniza-Levine outlined five marketing strategies for overworked small business owners, citing a Constant Contact report that reveals economic pressures.
Customer satisfaction declines despite CX investments; UCXM as solution.
On September 17, 2025, Forbes published an article discussing the decline in customer satisfaction despite investments in CX tools, with the ACSI reporting a drop to 77%.
Digital Strategy Insights
Kantar appoints Zwillenberg as CEO, bets on AI for market research.
On September 29, 2025, Kantar appointed Paul Zwillenberg as global CEO and is focusing on an AI-driven platform to become a one-stop market-research provider.
Snapdeal blends cultural relevance, employee creativity in content marketing.
On September 17, 2025, Snapdeal is redefining content marketing with an in-house strategy that blends cultural relevance and employee creativity.
Adobe, AWS: Rebuild marketing engines with cloud-powered content chains.
On September 17, 2025, Adobe and AWS emphasized the critical need for organizations to rebuild their marketing engines by adopting cloud-powered content supply chains to effectively scale personalization.
The Trade Desk redesigns Kokai platform after advertiser complaints.
On 2025-09-17 The Trade Desk announced a redesign of its Kokai platform that removes the periodic table visualization from advertiser and campaign views.
AI agents automate lead nurturing with personalized interactions.
On September 16, 2025, Social Media Examiner featured an article detailing how to build AI agents for automated lead nurturing, highlighting Noelle Russell's AI agent, Ali.
AI needs strategic marketing plan, human creativity remains crucial.
On September 17, 2025, Christine Tolton, CEO of Red Cat Marketing, stated that while AI offers powerful tools for marketing, it cannot replace the fundamental need for a strategic marketing plan.
Small businesses can outsmart, not outspend, larger brands on Google Ads.
As of September 2025, small businesses face challenges competing with larger brands on Google Ads due to rising costs, but can succeed by focusing on quality traffic and creative ad creation.
Wix VP shares insights on building an AI-native marketing team.
On September 17, 2025, Paula Mejia, VP of Marketing at Wix, shared insights on building an AI-native marketing team during CMSWire's CMO Circle podcast.
Breaking silos for effective AI-driven marketing: MarTech Conference.
On September 17, 2025, the MarTech Conference is hosting a panel discussion focusing on how to break down silos and align marketing, IT, and operations teams for effective AI-driven marketing.
Google Ads provides guide to placement targeting for campaigns.
On September 17, 2025, Google Ads provided a comprehensive guide to placement targeting for Display and Video campaigns, detailing how to select specific websites, apps, and YouTube channels/videos.
Brands improve AI search visibility with earned media, authentic narratives.
On September 17, 2025, Bonnie Moss of Moss Networks discusses how brands can improve their visibility in AI search results by focusing on earned media and creating authentic narratives.
Marketing Trends Today
Google Discover to integrate social media posts, YouTube Shorts.
On September 17, 2025, Google announced that Discover will incorporate social media posts from platforms like Instagram and X, along with YouTube Shorts, to diversify content based on user preferences.
Sephora launching My Sephora Storefront, a creator-run platform.
On September 16, 2025, Sephora CEO Artemis Patrick announced the upcoming launch of My Sephora Storefront, a creator‑run shoppable platform, in October.
Personalization shifts to customized journeys with data, AI.
On September 17, 2025, the ET MarTech+ Summit 2025 hosted a panel discussion on personalization in the 'always-on' era, featuring leaders from finance, telecom, and technology sectors.