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Your weekly guide on everything AI marketing. Covering everything from AI marketing news, tips, deep dives, events, podcasts, jobs and much more. Never miss a beat with our 5-minute newsletter.
In Today’s Email:
Meta’s Llama 3 demo derails into accidental stand-up instead of an ad pitch
WPP inks a $400 million deal with Google LLC to embed AI across its global marketing services
OpenAI launches a fine-tuned GPT designed specifically for ad-copy optimisation
Plus: a Meta exec quote on “measurable value”, a podcast on AI ops for agencies, a YouTube breakdown of generative-AI ad design, four fresh AI tools for marketers, and a 30-minute ChatGPT + Canva campaign workflow you can steal.
The Week’s Top Stories
1. Meta cuts creator payouts and shifts to performance-based model
Meta announced that instead of flat creator fees, payouts will now depend on engagement and attributed conversions across its platforms. Smaller creators who relied on predictable fees now face more volatility, while top performers stand to earn more if they can consistently drive action, not just views.
Why it matters: Influencer and creator-economy budgets will need recalibrating - ROI metrics just moved up the food chain. 📰 Business Insider
2. Prioritisation ‘paradox’ shows marketers talk up gen AI but rarely put it top of the list
Marketing Week reports that in McKinsey’s State of Marketing Europe study, CMOs rank gen AI as a top-three priority for marketing, but it drops to 17th on the wider business list. The same research shows most organisations still rate their gen-AI capabilities as low, despite all the boardroom noise.
Why it matters: It shows there’s huge upside for teams that treat AI as a core growth lever now, not a side project, and use this data to win budget and runway. 📰 Marketing Week
3. European Commission proposes new transparency rules for AI-driven advertising
The EU has published draft requirements that would force brands and platforms to disclose when AI-generated content is used in ads and other digital experiences. That includes clearer labelling of synthetic images, video, and copy so consumers can tell what’s “real” and what’s machine-made.
Why it matters: Marketers operating in Europe must prepare for disclosures and audit trails around generative-AI ad creation. 📰 European Commission
4. WPP inks a $400 million deal with Google LLC to embed AI across its global marketing services
WPP has agreed a five-year partnership with Google that includes a $400m commitment to Google Cloud and AI tools like Gemini and video generator Veo, all wired into its WPP Open platform. The aim is to compress campaign cycles from months to days by using Google’s models to generate, test and personalise creative, media and commerce experiences at scale.
Why it matters: This shows the major holding companies are no longer dipping a toe in AI—they’re all-in, which means client teams must either keep up with the infrastructure (data, talent, tools) or risk being left behind. 📰 WPP
Quote Of The Week
We believe that creators should thrive when they deliver measurable value, not just when they hit arbitrary view counts."
Context: Clegg was defending the platform’s shift to performance-based creator payouts. This shows where Meta now places value—beyond vanity metrics.
The Weekly Deep Dive
Meta’s new creator payout shift redefines influencer economics
Meta’s move from flat creator pay to engagement-based rewards is more than a tweak - it resets how creators, brands and platforms align incentives.
From wild-west cloning to licensed IP
Meta will reduce fixed fees and place more weight on metrics like conversions and audiences retained. In practice, that means more variable income for creators, with bonuses skewed towards those who can reliably drive watch time and clicks that turn into revenue. For marketers, it also means more scrutiny on performance data, as both sides will be looking at the same dashboards to justify fees.
What this unlocks for campaigns and content
Many creators are publicly expressing concern that this shift favours scale over quality content. Smaller or niche creators worry they’ll be squeezed if they can’t compete with mega-accounts on sheer volume and engagement velocity. Expect more creators to push for clearer performance reporting and hybrid deals that blend fixed retainers with outcome-based bonuses.
The new rules for brand safety and consent
Marketers now must factor in fluctuating creator compensation when forecasting budgets and activation planning. Deals will likely lean more towards performance tiers, with different rates unlocked at certain engagement, click or conversion thresholds. This adds a bit more complexity to planning, but it also makes it easier to defend spend internally when you can tie fees directly to results.
Our takeaway: For marketers, this means you’ll need to plan for variability in creator cost, build in performance-buffers, and ensure tracking infrastructure is watertight.
📖 Read the full article at Business Insider
Modernize your marketing with AdQuick
AdQuick unlocks the benefits of Out Of Home (OOH) advertising in a way no one else has. Approaching the problem with eyes to performance, created for marketers with the engineering excellence you’ve come to expect for the internet.
Marketers agree OOH is one of the best ways for building brand awareness, reaching new customers, and reinforcing your brand message. It’s just been difficult to scale. But with AdQuick, you can easily plan, deploy and measure campaigns just as easily as digital ads, making them a no-brainer to add to your team’s toolbox.
What To Watch
How I Make AI Ads That Actually Work
This video walks through a step-by-step workflow for turning AI prompts into real ad creatives, from concept and scripting through to launching and testing on paid channels. It’s a punchy, practical watch if you want to move beyond “AI experiments” and build a repeatable system for ads that actually convert - watch it here.
Podcasts
AI Just Broke Marketing (And What You Need to Do Now) – Marketing Against The Grain
This 49-minute episode (recorded live at GROW Europe) digs into how AI-generated content is flooding the web, why “more content” is now a losing play, and what smart marketers should do instead — from focusing on moats and distribution to treating AI as leverage, not a copy machine. It’s a very listenable breakdown of how your strategy, resourcing and metrics need to shift in an AI-saturated landscape.
AI Training
Build a 30-minute “AI Competitor Insights Dashboard” using ChatGPT + Notion
The overview: Create a lightweight competitor-intelligence hub that auto-summarises rival ads, messaging angles, keyword themes and content gaps, without waiting for an agency deck. Perfect for sharpening campaigns, creative direction or quarterly planning.
Step-by-step:
Create a new Notion page
Then add a simple table with columns: Competitor, Messaging Themes, Ad Angles, Keywords, Content Gaps, Opportunities.Ask ChatGPT:
“Analyse the top 5 competitors for [your industry]. Summarise their recent ads, tone, keyword focus, landing pages and where they’re differentiating.”Copy & paste
Paste the AI summaries into the Notion table, one competitor per row.Generate patterns:
Prompt ChatGPT: “Identify shared themes, whitespace opportunities, and angles they’re not using that we could own.” Add these to a new “Opportunities” section.Create a visual snapshot:
Paste 3–5 screenshots of competitor ads into the page and add short AI-generated blurbs explaining why each works (or doesn’t).Export to share:
Hit “Export → PDF” in Notion for a clean, fast insight deck you can share with your team.
Pro tip: Re-run the analysis monthly and tag each update by date — this becomes a rolling AI-powered intel system that plugs straight into campaign planning.
Trending AI Tools For Marketers
Here are 4 trending tools to explore this week — quick, practical upgrades to your AI marketing arsenal:
🛍️ Markopolo AI – AI-driven outreach and marketing platform promising 30–40% more customers via personalised multi-channel outreach at scale – think ad plus outbound brain in one.
✍️ GoMarble – An AI agent for Meta Ads that helps plan, launch and optimise creative and targeting, aimed at cutting down the hours you spend stuck in Ads Manager.
🤖 Apex Echo AI – “Answer engine optimisation” platform that tracks how often AI tools like ChatGPT, Grok and Perplexity mention your brand, then suggests content tweaks to win more citations.
📈 Delight.ai – An AI concierge for customer experience that keeps context across channels and makes automated CX feel more human.
