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AI is reshaping retail marketing, moving brands from personalisation to contextual retail in AI marketing, where real-time signals, customer states, and timing drive relevance.

It is time to shift our focus from customer journeys to customer states, thanks to AI's ability to react in real-time.

How AI Is Rewriting the Logic of Digital Marketing For decades, marketing and experience design have depended on the same conceptual model of the consumer journey. A linear journey of consumer awareness, interest, desire, conversation, and loyalty as basic stages with slight variations in different models. These models have shaped how organisations plan campaigns, design consumer experiences, allocate budgets, and measure success. Entire operating models—from funnel reporting

The teams that win won’t be the ones chasing more clicks. They’ll be the ones shaping the conversations that happen when they’re not in the room.

B2B marketing teams are producing more content than ever. Blogs, emails, decks, landing pages, social posts — all moving faster, all cheaper to create, all assisted by AI. On paper, this should feel like progress. In reality, many teams feel more overwhelmed than before. Content calendars are full. Pipelines are busy. But impact hasn’t moved in the same way. Campaigns blur together. Messages don’t stick. Teams feel productive, but not effective. When producing content was slo

For years, there were rumours about Netflix buying a major Hollywood studio. This time, it actually happened. In December 2025,  Netflix officially announced its acquisition of Warner Bros Discovery , including Warner BrosStudios and HBO / Max. It is one of the biggest media deals ever. At first glance, the deal looks like a classic Hollywood power move: more movies, more TV shows, more famous IP like Batman, Harry Potter, and HBO originals. But that is not the real reason th

When Slack entered the market in 2013, it faced stiff competition from established players in the business communication space. The...