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The AIM wishes you, your friends, and family a fa-boo-lous Halloween! 👻
Google rolls out Pomelli, a complete game-changer for marketers. Pinterest’s Top of Search Ads is open globally, and OpenAI’s Atlas is here to challenge Google’s search (and maybe ad) dominance. Here's what to act on this week.
Yeah, AIM is always on target.
⚡ PRIORITY ACTIONS
🔥🔥🔥 ACT IMMEDIATELY
Try Google's New Pomelli AI Tool for Campaign Creation
Google Labs launched Pomelli (Oct 28), which scans your website to build "Business DNA" and generates on-brand marketing assets automatically. Pomelli eliminates the need for detailed brand guidelines input; AI extracts tone, fonts, and colors from your site and creates ready-to-use assets. Visit Pomelli beta (US, Canada, Australia, NZ only), enter your URL, and test 3 campaign concepts ASAP.
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🔥🔥 ACT THIS WEEK
Launch Pinterest Top of Search Ads (Beta Access)
Pinterest opened Top of Search ads globally, placing your products in the first 10 search result slots. This lets you get 29% higher average CTR and 32% more new customer acquisition vs standard campaigns, since 96% of searches are unbranded. Apply for beta access in Pinterest Ads Manager under new ad formats
🔥 TRACK CLOSELY
Monitor OpenAI Atlas Browser Impact
OpenAI launched Atlas, an AI-powered browser with an integrated assistant for web navigation and task automation. OpenAI now directly challenges Google's search dominance; it will fundamentally change how consumers discover brands online. Start to audit your brand's structured data and AI Engine Optimization (AEO) signals; consider an AI-first content strategy.
📊 THIS WEEK'S WINNER
Netflix's AI Recommendation Engine: 80% of Views + $1B in Retention Savings
What they did: Netflix deployed a sophisticated AI recommendation system analyzing viewing history, search patterns, completion rates, device usage, and even thumbnail interactions to create hyper-personalized content suggestions for 230+ million subscribers. The platform uses collaborative filtering, deep learning models, and real-time behavioral tracking to predict what each user wants to watch next. Their AI analyzes over 3,000 titles across 1,300 recommendation clusters, creating unique homepages for every subscriber with personalized thumbnails that match individual preferences.
The numbers:
Content discovery from AI: 80% of all watched content comes from personalized recommendations.
Revenue attribution: 75-80% of Netflix revenue is driven by recommendation algorithms.
Annual retention savings: $1 billion+ in reduced customer churn costs.
Original content success: 93% success rate vs 35% industry average for TV shows.
Time saved per user: 1,300+ hours daily across the user base in eliminated search time.
Timeline: 20+ years of continuous AI development and refinement.
Investment: Hundreds of engineers and data scientists; $1M Netflix Prize in 2006 to improve the algorithm by 10%.
How to copy it:
Start with behavior tracking: Implement analytics to capture user actions beyond purchases, track time on page, content categories viewed, search terms, abandoned carts, and repeat visit patterns. Use tools like Segment, Mixpanel, or Google Analytics 4 with custom events.
Deploy recommendation engines: For e-commerce, use Rebuy, Nosto, or LimeSpot for product recommendations based on collaborative filtering. For content sites, try Recombee or AWS Personalize. Start with "frequently bought together" and "customers also viewed" widgets to collect data.
Personalize visual elements: A/B test different product images, hero banners, or content thumbnails for different user segments. Netflix proved images drive 94% more engagement; apply this to your product photography, landing page heroes, and email headers based on user preferences.
Create micro-segments: Don't just segment by demographics. Create behavioral cohorts like "price-conscious browsers," "impulse buyers," "research-heavy purchasers" based on actual behavior patterns, then tailor messaging and offers to each group.
Measure retention impact: Track not just conversion rate but also repeat purchase rate, customer lifetime value, and churn reduction. Netflix's $1B savings came from keeping subscribers longer, not just acquiring more.
Time to implement: 4-6 weeks for basic recommendation system; 3-6 months for advanced personalization
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🎯 RAPID-FIRE INTEL
EMERGING PATTERN: 81% of martech leaders are piloting AI agents, but 45% say existing vendor solutions fail to meet promised performance expectations. The gap between AI adoption enthusiasm and realized ROI is widening; test cautiously with measurable KPIs before full deployment.
PLATFORM UPDATE: Reddit filed a lawsuit against Perplexity AI for "industrial scale" data scraping after catching them copying a mountweazel (fake entry planted to detect theft). The case could set precedents for AI companies' data collection practices and liability exposure.
WORTH WATCHING: McKinsey report warns $215 billion in martech spend could be in jeopardy due to fragmented stacks and inability to measure ROI. Despite AI promises, 80% of CMOs plan to increase martech investment in the next 3-5 years, with complexity having increased 1,400% in a decade.
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