Artificial Intelligence

Chasing virality may be costing brands more than it delivers. The ANA's Mike Berberich argues that a system built on consistent, repeatable content will outperform the viral gamble every time.

AI-driven search is reshaping how brands get found, with click-through rates dropping 34.5 percent when AI overviews appear. Marketers who still optimize for traditional keywords may be ceding the AI narrative to competitors and third-party sources. Don't fall into that trap by following the tips in this POV.

Horizon Media's 2026 report examines how AI‑driven “agentic commerce” is reshaping consumer behavior, revealing a growing tension between convenience and control. Grounded in survey data, it outlines how trust and emotional response will determine which brands succeed in an AI‑mediated marketplace.

Legacy click-based attribution is leaving ad budgets exposed as AI reshapes how consumers discover and buy. Meta's Josh Newman argues that an incrementality-first measurement strategy may be the clearest path to capturing true ad value.

AI is accelerating everything, from the speed of decisions to the risk of getting them wrong. This session provided the critical public insights and strategic frameworks needed to navigate this complex terrain.

How can brands optimize their search strategy for the best AI-powered results?

How has the rapid development of artificial intelligence, especially generative AI, affected marketing and brands?

In this webinar, learn how AI-powered search and large language models (LLMs) are fundamentally changing how consumers discover, evaluate, and trust brands.

While large‑scale CMO research illustrates the strategic importance of AI search, findings from the ANA AI Committee and Leadership Council underscore how deeply this shift is already influencing day‑to‑day marketing practice.

In her Global CMO keynote at the 2026 ANA Media Conference, General Motors' Shenan Reed explains why AI should be treated as an infrastructure shift — not a media shortcut — and outlines what marketers must demand of AI to reduce friction between insight and action.

Only 4.3 percent of B2B companies show up in artificial intelligence queries for early-stage marketers, according to "2026 2X AI Visibility Index" released on Tuesday by 2X, a go-to-market services platform for B2B organizations. The remaining 95.7 percent of companies mainly appear in searches where buyers are already familiar with the company.

Marketers are moving AI from experimentation to enterprise scale. Insights from the ANA AI Committee reveal how governance, agentic systems, AI search, and creative automation are reshaping marketing operations.

Many brands are now starting to utilize artificial intelligence (AI) more and more. Despite the fact that the technology isn’t new (though it has advanced significantly over the last few years), marketers can still be skeptical and/or uncertain how to leverage the technology. Below are campaigns that can provide inspiration and be a roadmap for using AI.

How are B2B marketers utilizing artificial intelligence in their marketing efforts?

To help brands make the most of AI for their marketing programs, the ANA has compiled a compendium of practical use cases and real-world examples in this fourth edition of the AI Use Case Compendium for Marketing.

To help you make the most of AI for your marketing programs, we've compiled a compendium of practical use cases and real-world examples.

How can AI effect search marketing?

Not a day goes by without artificial intelligence (AI), or more specifically, generative AI, hitting the headlines. According to the last year’s McKinsey Global Survey, 65 percent of organizations regularly use gen AI, almost double the percentage from just 10 months previously. Unsurprising then, given its rapid uptake, that discussion abounds about AI’s place in sales and marketing, and lead generation specifically.

How can my brand optimize the creative process using automation?

McDonald's partnered with IW Group to launch Sweet Connections, an innovative AI-powered campaign that addressed the language barrier between AAPI generation Z and their grandparents while driving trial of the new Grandma McFlurry through groundbreaking technology and authentic storytelling.