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💼 AI is powering marketing job losses
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- Almost half of B2B SaaS companies have already cut or reduced marketing roles because of AI, according to a new Wynter report, with most reductions happening quietly through frozen backfills and attrition rather than formal layoffs.
- Sixty percent of B2B marketing leaders named content and copywriting as the function most at risk, followed by design and creative at 37%, product marketing at 26%, junior roles at 20%, and marketing operations at 19%.
- The Wynter survey of 100 directors, VPs, and heads of marketing found 94% expect their own role to exist in 24 months, while senior marketers use tools like Claude to absorb work once done by juniors.
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📧 Mailchimp wants AI to run your marketing campaigns
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- Intuit is rolling out AI upgrades for Mailchimp that aim to analyze campaign performance, spot trends, build audience segments, and eventually plan and run marketing campaigns with little human input.
- The centerpiece is Analytics AI, a conversational tool inside Mailchimp where users ask plain language questions like why sales dropped, and get strategic recommendations instead of digging through dashboards and reports.
- Mailchimp is connecting directly with Claude and ChatGPT, and has expanded integrations with Wix, WooCommerce, and Canva, along with AI-powered audience segmentation and better ecommerce tracking to unify customer data.
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🎯 Google Ads adds new prospects mode
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- Google Ads has rolled out Prospect Mode, a new feature inside New Customer Acquisition that targets brand-unaware users who have never searched for, engaged with, or visited an advertiser's website.
- The setting appears in the Bidding section labeled "Only bid for new prospects BETA," and when switched on, campaigns will only show ads to people matching the advertiser's definition of a prospect.
- Prospect Mode automatically filters out past buyers tracked through Customer Match and Tags, anyone who has visited the website or used the app, and users who engaged with content or ads across Google and YouTube.
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🎮 Unity's Audience Hub opens 256M gamers to brand advertisers
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- Unity has launched Audience Hub, a data collaboration platform built with Montreal-based Optable that channels behavioral signals from 256 million monthly active US gamers into addressable audience segments for brand advertisers across mobile, CTV, DOOH, and off-network inventory.
- Test campaigns showed gaming-derived audiences delivered a 290% CTR lift and 193% engagement lift over a third-party segment benchmark, while non-endemic advertisers in Sports, Action, and Role-Playing categories saw a 32% CTR lift and 25% engagement lift.
- The platform pairs Unity's SDK signals with Optable's identifiers including UID2, RampID, and ID5, adds Experian enrichment covering more than 3,400 audience segments, and uses an AI agent that cuts audience creation from weeks to hours.
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🛒 Google adds AI shopping insights to Merchant Center
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- Google is rolling out new AI performance insights inside Merchant Center, giving retailers a clearer picture of how their products show up across AI-powered shopping experiences on Search, Gemini, and AI Overviews.
- The reports cover share of voice against similar brands, shopping funnel performance from discovery to purchase, product term insights showing conversational queries shoppers use, and product attribute gaps like missing color, material, or style.
- The AI performance insights will roll out in the U.S., Canada, Australia, India, and New Zealand in the coming months, pushing Merchant Center from a product feed management tool toward a platform for AI commerce optimization.
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