Tag: health
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Spaghetti Monsters, De-Aging, and AI Twins: This Week’s Top 5 Brand Plays
ByteDance’s Seedance (now in its second generation) is the new video model fueling equal parts creative glee and IP panic. Creators have been stress-testing it with the internet’s favorite benchmark—Will Smith + spaghetti—except the latest flex is Smith fighting a spaghetti monster, posted by Magnific AI founder Javi Lopez. AI producer Billy Boman summed up…
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Equinox Picks a Fight With AI Slop
Equinox’s latest New Year campaign isn’t selling six-pack abs; it’s selling reality. Launched amid the usual January fitness frenzy, “Question Everything But Yourself” drops AI disinformation into your scroll in order to make a case for authenticity. Before revealing the actual campaign, Equinox teased followers with absurd AI-generated content: think babies water skiing, balloon-clad runway…
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Why Marketers Hesitate to Fully Embrace Agentic AI
Agentic AI has spent 2025 positioning itself as an all-in-one marketing team—thinking, writing, and executing campaigns with minimal human input. But despite the headlines, marketers aren’t exactly handing over the keys. The concept of agentic AI—AI systems with context, access to tools and decision making authority working cooperatively with little oversight—has intrigued brands, yet hesitation…
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Mercedes Brings the Heat, Moët Pops Bottles, and Peloton Hits the Strip
As the engines cooled off after the Las Vegas Grand Prix, brands were still revving up their marketing. Mercedes-Benz lit up The Sphere with a 360-degree illusion featuring its AMG GT lineup, rendered across 580,000 square feet of LED real estate. Designed by Merkley + Partners and Nexus, the activation cleverly used opposing perspectives to…
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Claritin Gets a Lift from a Smarter Algorithm
Bayer is pulling its programmatic strategy tighter to home, bringing control of its custom ad-buying algorithm in-house and into Snowflake’s data clean room. Partnering with Chalice AI, Bayer now runs its model inside its own data ecosystem—one that includes media, creative, and commerce info—without shifting sensitive files all over the place. Previously, integrating the algorithm…
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Unlocking ROI with AR for B2B Success
B2B buyers prioritize value and efficiency, and recent data indicates that mobile AR has significantly grown, reaching $12.7 billion in the U.S. This technology enhances decision-making and buyer engagement, particularly in sectors like manufacturing and healthcare. Successful implementations by companies such as Airbus and Boeing demonstrate significant quality improvements through AR tools. However, the effectiveness…
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Philips Uses AI to Cut Image Chaos
Philips had a not-so-small problem: a bloated image library of 200,000 photos and a global marketing team struggling to find anything in it. Manually sorting images by file names and outdated metadata wasn’t cutting it anymore. So they brought in Google Cloud’s Vertex AI and a generous helping of computer vision to solve it. The…
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AI Personas Land Ads on Fox News — Without the Brand Risk Panic
Running ads on news content has historically made brands as nervous as a long-tailed cat in a room full of rocking chairs. But PMG and AI startup Mobian are flipping the script. By using AI personas that mimic a brand’s ideal customer, PMG programmed campaigns to navigate the choppy waters of controversial content with surprising…
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Even the Mom in This Ad Knows She’s Fake
Ritual isn’t trying to pass off AI-generated people as the real deal—in fact, they’re leaning into the falseness. The supplement brand’s latest campaign, whipped up by Giant Spoon using Google’s brand-new Veo 3 AI video platform, features avatars who flat-out admit they’re not real. One such pixel-perfect mom cradles her twin babies and informs viewers,…
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More marketers put content – and quality control – in the hands of AI
As AI takes the marketing wheel, big brands like Prudential and Opella are handing over more responsibilities to generative systems, from content creation to compliance checks. Prudential, for example, has “hired” a digital AI co-worker—trained to use behavioral and location data to generate hyper-personalized web pages for millions of users. They’re also deploying AI photo…
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Panadol Uses AI to Make Its Ads More Inclusive—And It’s Paying Off
More than half of consumers don’t feel culturally represented in advertising, and Panadol, the Haleon-owned pain relief brand, is taking that insight seriously. Partnering with AI platform CreativeX, Panadol is leveraging the Health Inclusivity Screener, a tool that analyzes digital ad creative for diversity, accessibility, and representation. The AI scans visuals for factors like gender,…
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4A’s Noteworthy News – 25th Edition
THE BIG STORY: Does the rise of AI agents threaten the mobile app economy?The rise of AI-powered agents is sparking predictions of a major paradigm shift in the mobile app economy, with some industry watchers forecasting the end of mobile apps. As AI agents become more capable, some wonder if users will eventually bypass apps…
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Haleon pilots AI tool for health ads with inclusive precision
Haleon recently launched an AI-powered Health Inclusivity Screener aimed at making health advertising more accessible and inclusive. Partnering with CreativeX, this tool assesses digital marketing content based on accessibility and representation metrics, ensuring messages are easily understood and diverse. In a pilot with Panadol ads across nine global markets, Haleon identified opportunities for adjustments, like…
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Voices That Could Have Been: How AI Brings Kansas City’s Fentanyl Victims Back with a Warning
In response to Kansas City’s skyrocketing fentanyl overdose deaths—a 1,190% increase over five years—the local United Way and agency BarkleyOKRP launched “Unfinished Legacies,” an AI-driven campaign aimed at educating young adults about the dangers of counterfeit pills. This campaign uses deepfake technology to re-create the voices and likenesses of three young overdose victims, who were…
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Monks streamlines campaign process with AI for Hatch
Hatch partnered with Media.Monks to streamline their ad creation process using AI technology, aiming to engage diverse audiences for their sleep wellness products. By leveraging Monks.Flow and Google’s Gemini AI, they identified distinct personas, crafted custom creative assets, and launched 60 ad variants in just six weeks. This AI-driven approach reduced design and production hours…
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CPG brands see the need for content provenance solutions
Haleon is tackling the issue of fake ads by adopting digital watermarking technology to authenticate the legitimacy of their ads. This ensures that the endorsements from dentists for brands like Sensodyne are genuine and the research claims are real. The rise of generative AI has made it easier to create fake ads, prompting Haleon to…