AI’s impact on marketing is getting real, and it’s showing up in diverse ways across the industry. Walmart is using its AI shopping agent, Sparky, to run ads, while Equinox is pushing back with an “authenticity first” campaign. Industry groups are responding, too. IAB Polska just published a 300-page AI guide for Polish marketers.
What I learned:
- AI is being used for ad campaigns (e.g., Walmart’s Sparky).
- Some brands are actively positioning against AI (e.g., Equinox).
- Industry groups are creating AI guides (e.g., IAB Polska).
- AI training is ramping up (e.g., Marketing 2 Go’s “Class of 2026”).
- There’s a free AI business summit launching January 7.
- Lenovo appointed a global AI marketing lead on 09/17/2025.
How you can apply this: think about how you can use AI in your campaigns, but also whether it makes sense to highlight “authenticity” as a differentiator for your brand. If you’re in Poland, check out the IAB Polska guide. And consider signing up for the free AI business summit on January 7.
Now it’s your turn: How are you planning to integrate AI into your marketing strategy, or are you considering an “authenticity first” approach?
