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Hi there, this is your daily ☕️ MarketingShot.
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In today's MarketingShot:
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🤖 Brands are passing off AI influencers as real customers 🧒 Marketers face new rules for reaching kids online 📺 Instagram wants creators on living room screens 🎨 Adobe is giving brands new AI creative tools 🎲 Polymarket paid creators to fake winning bets 💄 ChatGPT is becoming Maybelline's new try-on channel 💡 + 6 strategies & tactics 🎁 + 5 other news & articles you might like 🧰 + 6 trending marketing tools
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🤖 Brands are passing off AI influencers as real customers
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- An investigation by the Guardian found that brands are quietly using AI-generated influencers on social media to promote their products as genuine customer experiences, with no clear sign that the people shown are fake.
- Clarissa Mansbridge, who creates AI influencers for brands, estimated that 40% to 60% of content from some big brands is made with AI, and many creators sign NDAs barring them from discussing this work.
- Brands turn to AI-generated content to cut costs, avoiding traditional photoshoots that can run $20,000 to $70,000, while a Which? study found 70% of people could not correctly tell real videos from fake ones.
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🧒 Marketers face new rules for reaching kids online
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- House Energy and Commerce Committee leaders Brett Guthrie and Frank Pallone struck a bipartisan deal on the Kids Online Safety Act, setting stricter online safety standards for children that could reach the House floor as soon as next week.
- The House version of KOSA drops the "duty of care" standard, which would force social media platforms to design with kids' safety in mind, and it would override state laws that fall short of the federal rules, including state AI laws tied to the bill.
- KOSA sits inside the larger KIDS Act, which also requires pornographic websites to add age verification technology, bars minors from disappearing messaging features, and makes AI-powered chatbots disclose that they are not humans.
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📺 Instagram wants creators on living room screens
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- Instagram is testing longer-form videos, episodic series, and Live TV for its television app as it tries to reach more viewers watching on living room screens.
- The move puts Instagram in competition with streaming services like Netflix and Amazon Prime Video, on top of its existing rivalry with TikTok and YouTube for viewer attention.
- Instagram's TV app is rolling out to Samsung TVs, after already running on Amazon Fire and Google TVs, and is gaining channels, phone casting, horizontal video, and Stories support.
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🎨 Adobe is giving brands new AI creative tools
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- Adobe has rolled out a creative agent across Firefly and Creative Cloud that helps users handle multi-step workflows in Photoshop, Premiere Pro, Illustrator, InDesign and Frame.io, taking spoken instructions and managing tasks like editing and content generation.
- The AI Assistant in Firefly now creates brand kits with logos and colour palettes from text, makes short-form product videos from images, builds automated rough cuts, and generates storyboards that can be turned into video content.
- Adobe's Creators' Toolkit Report, surveying over 16,000 creators worldwide, found 75% describe creative AI as integrated or essential to their work, while 85% believe humans should keep final creative decisions.
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🎲 Polymarket paid creators to fake winning bets
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- Polymarket paid influencers to make and post videos of themselves placing bets and winning money on a fake version of its website, according to a Wall Street Journal investigation into the prediction market's social media promotion.
- Of more than 1,100 videos the Journal reviewed, 70% showed fake bets and 118 featured creators reacting to old footage and fake wins, with some creators earning $2,000 to $3,000 each month from the campaign.
- Polymarket hired a marketing contractor who handpicked 10 TikTok creators, then paid a large social media army to copy and repost their videos to increase reach and engagement, while some creators were told not to disclose the sponsorship.
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💄 ChatGPT is becoming Maybelline's new try-on channel
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- L'Oréal has teamed up with OpenAI to bring Maybelline New York's virtual makeup try-on feature directly into ChatGPT, an announcement the company made at VivaTech 2026 during its 10th year at the event.
- The try-on tool runs on L'Oréal's ModiFace technology, which lets users test makeup looks through a conversational interface, drawing on the augmented reality beauty company that L'Oréal bought in 2018.
- The feature reaches a large audience, as OpenAI reported that ChatGPT had more than 900 million weekly active users and over 50 million subscribers in 2026, while L'Oréal's Beauty Tech services logged 120 million uses by late 2025.
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