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For most brands, AI and web3 are fascinating innovations but are not yet must-have components of a marketing strategy, such as social media. This means they require testing and plenty of caution to see how—or whether—they make sense to use. But advertising is a fickle budget, especially with regard to the more experimental efforts. Amid economic uncertainty to boot, some brands will have to choose between investing in web3 or AI.

Meanwhile, against the backdrop of a possible recession, brands are already cutting costs and having to make tough decisions over where to invest ad dollars. Their next choice may very well impact innovation budgets and pit AI against web3. So how should marketers reconcile the two spaces? Are they competing technologies or complementary?

AI and web3 have very different origins and use cases in advertising. AI has been an integral feature of ad tech for over a decade, enabling recommendations, powering programmatic ad buying and structuring customer data. Web3, on the other hand, is less of an automation and more a set of principles, which are manifested in technological tools. NFTs, DAOs and blockchain democratise digital ownership, participation and record-keeping...

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At the end of last year, a senior vice president of search at Google noted that 40 percent of young internet users are regularly turning to TikTok or Instagram for search. I too am guilty.

The beauty with TikTok’s search feature is that its algorithm definitely feels more tailored than Google. The more you use the app, the more likely it is to know what you’d like. For example, if myself and a bunch of other 24 year old women search for ‘Barcelona best restaurants’ on Google, we are likely to all get the same results. Whereas on TikTok, while we may be the same age and gender, TikTok notices that I consume a lot of Mediterranean and vintage inspired content whereas my 24 year old friend Renee prefers more glossy commercial Michelin Star content. As a result, TikTok is likely to show us better fitting videos and therefore, restaurants, even if we search for the same thing.

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If you aren’t familiar with the platform LTK (formerly RewardStyle and LIKEtoKNOW.it), it is the largest influencer marketing platform serving 200,000+ creators, 6,000 brands and millions of shoppers worldwide.

In 2021 SoftBank Vision Fund invested $300 million in LTK. After highlighting a product in a post, creators will typically provide a link in their bio to guide followers to the item on LTK where it can be purchased. Users can also follow their favourite creators directly on the LTK app. Creators will typically earn a commission from these sales. The trend represents a widely growing sector: spending on influencer marketing in the U.S. was expected to top $4 billion last year, according to eMarketer.

Only last week did LTK announce that it sold $3.6 billion worth of goods in 2022.

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Produce marketer Avocados From Mexico makes use of ChatGPT as part of its Super Bowl campaign, with plans to include a QR code in its 30-second spot.

According to Avocados From Mexico’s VP of marketing and innovation, Ivonne Kinser, the QR code will link to a landing page integrated with the popular generative AI tool.

The landing page will direct users to press a button to generate a tweet. On the backend, this information will be fed into ChatGPT, and the bot’s response will appear as text on the landing page. The user will then be encouraged to tweet text during the game. According to Kinser, such guardrails have been put in place in order to keep the interaction relevant to the brand and ad.

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• BuzzFeed to use ChatGPT to help create quizzes and content. (Wishu)
• How Ice Cube is pitching his Big3 basketball league to advertisers. (AdAge)
• TikTok expands direct messaging. (Wishu)
• How Rolling Stone uses its Super Bowl party as a massive marketing opportunity for its events. (Adweek)
• Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures. (Digiday)