Google will hone searches with AI and video

Welcome to our artificially-intelligent future. The brands are embracing digital AI tools with gusto. What does that mean for marketers? Let’s get into it.

Google Plans to Personalize Search with Social

Instead of simply surfacing a list of websites on a search engine results page (SERP), Google’s diversifying the results. This had already begun with YouTube videos appearing at the top of SERPs, but now Google will “incorporate conversations with artificial intelligence, along with more short video and social-media posts.” Take note that short-form video continues to reign, and Google is scrambling to catch up with other company’s AI capabilities.

Meta Doubling AI Recommendations in User Feeds

Speaking of AI, Meta announced it’s on track to double the number of AI recommendations in its users’ feeds. This comes after good Q1 stats and its desire to transition from “social media” to “entertainment platforms” a la TikTok. Again, short-form video is king, and with even more specific content recommendations, courtesy of AI, ultra-targeted ads that qualify as entertainment will perform best.

Dunkin Explains Its Identity—and Ben Affleck

Dunkin’s CMO Jill McVicar Nelson is trying to get the right balance between performance marketing and brand-building. To do this, he’s focusing on a “fewer, bigger, better” approach, hence the Ben Affleck-centric commercial in a Super Bowl spot. The brand’s also leaning into TikTok, including paying employees to post at work, embracing the idea that “entertainment will perform best.”

Miller and Planters Connect Consumers

When two brands know their audiences and see where they overlap, a beautiful partnership can emerge—a “A Match Made in the High Life,” if you will. Brilliantly, Miller High Life and Planters have teamed up to promote their products with out-of-home activations like “limited-edition merchandise and packs, retail displays and co-branded neon signs in bars nationwide.” This community-based approach is a winner following a long, isolated pandemic—consumers want to connect again.

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Around the Web

Just Can’t Get Enough

Sock Puppet Master’s animations of real police calls.

How do you feel about the tandem rise of short-form video and AI? Is your brand dipping your toes into either? Have you found your Ben Affleck? Reply and let us know!

Thanks for joining us, and we’ll see you Tuesday!