Yesterday, a Dutch study showed that knowing that an advertisement was made with AI changes almost nothing about its appreciation. When the idea is…

Two major models in three months: Claude Fable 5 in June, GPT-6 Astra in September. I talk less about what they do today than about what they hint…

An Ipsos × Newhouse School (Syracuse) study, reported by Harvard Business Review on September 3, compared 20 video spots: 10 real brand films —…

A leader has no obligation to go there. His notoriety is established, his channels work. He goes anyway. This is exactly the culture of testing: you…

24-character title. 48-character description. Google Ads allows 30 and 90. 37% of Belgians aged 16 and over use ChatGPT every month. About 3.4…

The adoption of generative artificial intelligence by marketing leadership has crossed a milestone in industrialization. But the latest study Future…

Two continents, two bets on advertising AI. And a figure that disproves both. In Vietnam, 88% of workers use AI at work. In Indonesia, 92% — the…

It used to be true. Yesterday. Changing country, language, format, season: each time a new shoot, a new budget, a new deadline. Back then, brands…

A man in an impeccable suit who reserves a table for you during your vacation. That’s the AI agent according to NOS. Not a robot. Not a voice-over….

AI has solved a problem as old as the trade: manufacturing was long and expensive. Today, a brand can roll out in one week what used to take a…

I saw this Aperol campaign pass by this week, and it made me think about a habit we marketers don’t practice enough: rereading what our clients are…

People often tell me: “AI is obvious.” I don’t agree. We’re blaming the wrong culprit. What shows up in an image generated without direction…