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Submit Your ContentBrand Intel: The weekly signal
The shortcut to industry moves that matter for marketers.
29 JANUARY 2026
I know your inbox is probably screaming right now, so I’ve done the heavy lifting for you. Here are the top 5 structural shifts, and "oh, that’s interesting" moments from the last week that I think are actually worth your time.
1. Chatbot Commerce: ChatGPT prepares for ads
OpenAI testing intent-based placements in ChatGPT. Unlike interruptive banners, these are designed to be "intent-based," appearing only when a user is actively researching products or services.
The Intel: This marks the beginning of "Conversational Advertising." Brands need to shift from keyword-based targeting to context-based strategy to win within AI conversations.
2. Protecting the click: UK publishers gain AI opt-out rights
Google forced to give publishers "opt-out" power for AI overviews The UK’s CMA has proposed that Google must allow news publishers to opt out of AI-generated search summaries without losing search rank. This prevents AI from "cannibalizing" publisher traffic by using their content to answer queries directly.
The Intel: If premium publishers pull out, the quality of AI summaries may change. Direct-to-site SEO and high-authority content become even more vital for brand visibility.
3. The rise of "CI"
Creative Intelligence to Influence 60% of ad spend over the next decade. A new Winterberry Group report highlights the shift toward "Creative Intelligence" (CI). Research suggests CI will soon influence the majority of global creative budgets, moving the industry toward data-backed design.
The Intel: Efficiency is the new creative benchmark. Think about how to integrate CI into your workflows to maximize ROI before putting the bet on a media dollar.
4. Automotive Shift: EV resilience amidst market rebalancing
EU Electric sales surge as Tesla faces market share pressure. While EU car sales grew by 1.8% in 2025, the real story is the surge in electric vehicles. However, the dominance of big players like Tesla is being tested as new competition enters the fray, leading to a more fragmented and competitive EV landscape.
The Intel: For brands in the automotive and energy sectors, the "early adopter" phase is over. We are entering a mass-market phase where brand loyalty is up for grabs. Tesla's loss of market share is a warning that even category leaders must continuously innovate their brand narrative to defend against hungry newcomers.
5. Solving the In-Store Blind Spot
Iceland deploys scalable in-store attribution technology. They have partnered with Stratacache to install advanced sensor technology across 766 stores. This allows brands to track real-time in-store ad impressions and "closed-loop" sales uplift for the first time at this scale in the UK.
The Intel: Retail media is moving beyond the screen. For FMCG brands, the bridge between digital ads and physical purchase is the new frontier for measurable ROI.
It’s a wild time to be in marketing, but that’s why we love it, right? From AI search battles to the supermarket aisle, everything is becoming more measurable. I hope these updates save you some scrolling time and give you a bit of a strategic edge for your next meeting. Catch you next week!
