At Econsultancy’s September Capability Leaders Forum, leaders from Canon and E.on Next discussed their respective approaches to translating GenAI ambition into tangible application: how they test, how they scale, and what the results have been.
The applications of generative AI range from more visible customer-facing executions to less overt, but still effective, back-of-house use cases. Here are three examples of GenAI making an impact ‘behind the scenes’.
Recently, we looked at the debate around whether ‘SEO’ needs a rebrand to reflect the increasing emphasis on AI-generated answers that is shifting how users approach search and, as a result, how marketers approach optimisation. In this follow-up, we’re going to dig deeper into the question of how to optimise for the changes in search […]
The introduction of generative AI summaries and answers to search, as well as the popularisation of tools like ChatGPT, has rapidly accelerated a shift towards searchers receiving a single, definitive answer to their questions. With that acceleration comes a debate from search specialists about whether we’re now dealing with something fundamentally different to ‘SEO’ (search […]
AI-generated answers are becoming increasingly prevalent in search, in many cases supplanting what was once the role of content marketing. How can marketers adapt their strategy in the new search era?
Short-form video can pack a lot of information and engagement into its brief duration. We look at how four brands successfully delivered marketing messages and saw results from short video campaigns.
From punchy, short social video to high-concept cinematic productions, how are brands in high-consideration categories making video that resonates?
Sophie Frères, CEO and Co-Founder of live and social commerce solutions provider LiSA, talks about the social future of ecommerce and why brands don’t need to make a big investment to get involved.
Online electrical retailer AO has made a high trust score and strong customer feedback central to its business. Econsultancy spoke to Vicky Monk, Brand and Marketing Director at AO, and Alicia Skubick, Chief Customer Officer at Trustpilot, about AO’s approach to reviews and how negative feedback can be beneficial.
