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Hey.
Google just dropped major Demand Gen upgrades with new creative tools and audience expansion. Meanwhile, P&G is doubling down on AI-driven precision marketing to tackle media fragmentation, a signal that enterprise brands are moving fast.
Yeah, AIM is always on target.
⚡ Priority Actions
🔥🔥🔥 Act Immediately
Google Demand Gen Gets New Creative Tools and Audience Features
Google released its January 2026 Demand Gen updates with enhanced creative capabilities and expanded audience targeting options. These features give marketers better control over visual storytelling across YouTube, Discover, and Gmail placements. Log into your Google Ads account and review the new Demand Gen settings; test one new feature on an existing campaign this week.
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🔥🔥 Act This Week
TikTok's New Terms Expand Ad Capabilities and Data Collection Under U.S. Ownership
TikTok has released updated Terms of Service and Privacy Policy following its transition to TikTok USDS Joint Venture LLC, a U.S.-majority owned entity. The new terms explicitly allow the collection of precise geolocation and sensitive personal information under state privacy laws like CCPA. More importantly for advertisers, third-party advertising capabilities are expanding, and new rules govern generative AI content labeling. Review the updated policies and assess how expanded targeting options might improve your TikTok campaigns.
🔥 Track Closely
Perplexity Pauses Advertising as Generative Search Monetization Proves Difficult
AI search company Perplexity has halted its advertising initiatives while it figures out how to monetize generative search without alienating users or publishers. This signals broader uncertainty about whether AI search platforms can support sustainable ad models. Monitor how Perplexity and competitors like Google's AI Overviews navigate the tension between user experience and revenue; this will shape where your search budgets should flow in 2026.
📊 This Week’s Winner
P&G Leverages AI and Data Strategy to Win in Fragmented Media Landscape
What they did:
Procter & Gamble is restructuring its marketing approach around data and artificial intelligence to navigate increasingly fragmented digital channels. Rather than treating retail media, CTV, and social as separate silos, P&G is using AI to create unified audience targeting and measurement across platforms. The CPG giant is treating data infrastructure as a competitive moat, not just an operational tool.
The numbers:
Strategy focus: AI-driven precision marketing across all digital touchpoints.
Priority channels: Retail media, emerging platforms, fragmented digital.
Competitive advantage: Data infrastructure investments outpacing industry peers.
Timeline: Ongoing strategic initiative for 2026.
How to copy it:
Audit your data connections: Map how customer data flows between your ad platforms, CRM, and analytics tools. Identify gaps where you're losing audience insights.
Invest in AI-powered cross-platform measurement: Tools that unify attribution across retail media, social, and programmatic will become essential as fragmentation increases.
Treat first-party data as strategic infrastructure: Build collection mechanisms into every customer touchpoint; this is your moat against platform changes.
Time to implement: 30-90 days for initial audit and tool evaluation.
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🎯 Rapid-Fire Intel
EMERGING PATTERN: The agentic web is fundamentally changing how consumers discover brands. Adweek reports that AI algorithms are becoming primary mediators between brands and buyers, meaning your visibility now depends on how well AI systems understand your data. Marketers need to prioritize structured data strategy and channel diversification to maintain discoverability in automated environments.
PLATFORM UPDATE: TikTok launched two new ad solutions: Streaming Ads and New Title Launch, specifically for entertainment marketers. These tools deliver personalized content aimed at driving streaming subscriptions and movie ticket sales. Even non-entertainment brands should watch these formats; TikTok often expands successful vertical solutions to broader advertiser categories.
WORTH WATCHING: Adobe's analysis of 4 million Claude AI conversations reveals that marketers primarily use AI for complex creative tasks, not routine work. Only 5% of tasks explain the bulk of AI usage, suggesting the real ROI comes from augmenting high-level creative strategy, not automating busywork. Focus your AI investments on ideation and complex problem-solving, not basic execution.
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