Consumer AI fatigue rises as brands rush adoption · Sept 22

Your weekly AI + Marketing roundup is here! What’s on for this week?!.....

New research shows a gap that makes perfect sense: marketers are adopting AI for speed and volume, while consumers are getting more skeptical and want clear disclosure when brands use it.

Meanwhile, "AI browsers" are coming that will completely rewire how discovery works (think fewer blue links, more answer-like experiences), Wix shared how they built an "AI-native" marketing approach, and Anthropic launched their first brand campaign for Claude with the tagline "Keep thinking."

The standout insight this week came from research on consumer trust…teams that pair AI with human QA and disclosure are outperforming on engagement. Translation: speed is great, but transparency (with humans!) wins.

Plus some LinkedIn posts on everything from ChatGPT revealing its most popular use cases to why one-page marketing plans beat 72-slide decks (thank the lord).

As always:

Are you seeing the same trust gap with your audience? And how transparent are you being about AI use?

MarTech | 5-minute read

Overview: New research shows marketing teams adopting AI for speed and volume, while consumer trust and perceived authenticity lag.

Key Points:

• Marketers cite faster production and lower costs as primary AI benefits; brand safety and sameness remain top worries.

• Consumers report rising “AI fatigue” and skepticism when content isn’t clearly disclosed.

• Teams that pair AI with human QA and disclosure outperform on engagement and sentiment.

My take: It’s refreshing to see speed and trust separated. Ship faster, sure….but plzz add a plain-English disclosure and a quick user test before you scale.

MarTech | 6-minute read

Overview: “AI browsers” with agentic search and summarization will rewire discovery, measurement, and content formats.

Key Points:

• Expect fewer classic SERPs and more answer-like experiences with citations, actions, and commerce.

• Marketers will optimize for entities, structured data, and task completion, not just blue links.

• Attribution may shift toward conversation logs and AI-surface analytics.

My take: This reads like new space, not just tweak to search. Mark your products with schema, build task flows, and start tracking assistant-surface visibility now.

CMSWire | 6-minute read

Overview: Wix outlines how it bakes AI into planning, production, and measurement beyond one-off tools.

Key Points:

• A central AI layer powers ideation, content ops, and experimentation across teams.

• Guardrails: human reviews, transparency, and brand voice controls.

• Success is measured on cycle-time reduction and outcome lift, not just output volume.

My take: I like this operator view: build a platform layer, not a pile of tools.

Digiday | 6-minute read

Overview: Marketers embrace AI for efficiency while wrestling with IP, disclosure, and creative sameness.

Key Points:

• Legal risk pushes brands toward licensed models, rights management, and stricter vendor terms.

• Teams fear “AI-gray” creative that looks fine but feels generic.

• Early winners set clear governance and train teams on safe, original use.

My take: The brief doesn’t change: say something only you can say. If your AI could make it for anyone, it’s not yours, bb!

Consumer Goods Technology | 4-minute read

Overview: Unilever deploys an AI design tool to speed creative localization and brand consistency.

Key Points:

• The system adapts assets by market and channel while enforcing brand rules.

• Goal: compress production timelines and reduce repetitive manual edits.

• Humans still approve final creative for quality and compliance.

My take: Let machines resize; but let people decide! (that rhymes!!)

Axios | 1-minute read

Overview: Anthropic debuts “Keep thinking,” a multimillion-dollar brand platform aimed at mainstreaming Claude.

Key Points:

• Positioning: a safe, thoughtful “thinking partner,” not a shortcut machine.

• The film follows earlier brand moves and Super Bowl visibility.

• Messaging contrasts “responsible” AI with flashier rival campaigns.

My take: I think it’s super smart of Anthropic to brand the use case (thinking) over the tech!

MediaPost | 3-minute read

Overview: Lenovo appointed Santi Pochat as VP, Global AI Innovation & Brand Strategy, to scale AI-informed brand storytelling across 180 markets.

Key Points:

• Pochat will report to Lenovo’s chief communications officer Jeff Schafer within the corporate marketing group.

• Mandate covers creative, production, and strategy for AI-informed and AI-generated campaigns.

• The role aligns with major brand activations on Lenovo’s roadmap (World Cup and CES “Tech World”).

My take: This is a clean signal that “AI marketing” is moving from side projects to accountable ownership. Expect tighter handoffs between data, creative, and media.

Greg unpacks a newly released chart from OpenAI showing ChatGPT’s most popular use cases. Each bar suggests a startup “wedge”: AI tutors (10.2 %), niche how‑to assistants (8.5 %), personal writing/editing copilots (18 % combined), health/fitness coaches (5.7 %), AI‑powered shopping layers (2.1 %), contextual translation (4.5 %), and vertical code copilots (4.2 %). His takeaway: build trust‑rich, vertical agents around these behaviors. See Post

Maria shares 10 detailed prompts, from brainstorming market‑entry strategies and product innovations to SWOT analyses, growth hacks and business‑model canvases. Each prompt is structured to leverage chain‑of‑thought reasoning and produce organised outputs (bulleted lists, tables, etc.), making it easy to drop into ChatGPT and jump‑start your thinking. See Post

Francesca pokes fun at bloated planning decks and offers a one‑page template: describe market signals and risks; assess funnel health and gaps; define your ideal customer and jobs‑to‑be‑done; craft a sharp point‑of‑view with proof; list channels and costs; and state dependencies, risks, owners and dates. If your plan doesn’t fit on a page, she argues, it’s not decision‑ready. See Post

The MasterClass founder lists eight tools he leans on: “Davidify,” a custom GPT that rewrites drafts in his voice; Gamma for faster, prettier slide decks; a Make.com + Todoist + ChatGPT workflow that auto‑prioritises to‑dos; Notebook LM, which turns videos and papers into 15‑minute audio summaries; Lovable for rapid product mockups; On Call to ask experts like Chris Voss questions; Claude Projects loaded with customer demographics for real‑time feedback; and Suno for custom work and workout playlists. See Post

I posted about this interview already but I love how Lenny now distills nine lessons from Ethan Smith: appearing in multiple citations matters more than ranking first; LLM traffic converts six times better than Google traffic; early‑stage startups can win immediately at AEO; long‑tail queries (often 25‑plus words) create four‑times more opportunities than SEO; Reddit is a kingmaker, so contribute authentically; creating “boring” B2B videos on YouTube is a white‑space; help‑center pages should be treated as growth content; the channel exploded in January 2025 when ChatGPT enhanced answer cards; and the AEO playbook involves tracking competitor questions, creating landing pages, earning off‑site mentions, running tests, and building a dedicated team. See Post

All tools covered continue to be added to the 200+ AI + Marketing tool directory!

D-ID (known for talking avatars and face animation) acquired explainer video platform Simpleshow to build the leading platform for interactive AI video creation…targeting the growing $50B+ market for enterprise training, marketing, and communications. Best for: Brand Manager • Learning & Development Lead

Amazon is rolling out a new AI Creative Partner in its Ads Console, designed to help advertisers generate ad copy and imagery based on brand goals, audience, and seasonal trends. Early partners include Omnicom and Perpetua. Best for: Performance Marketer • Retail Media Strategist

Later, the social content planning tool, just introduced AI-powered "Brand Suitability Insights" to help marketers identify the best-fit creators. It analyzes tone, values, and past engagement to boost campaign alignment and reduce influencer risk. Best for: Influencer Marketer • Social Strategist

The Hoffman Agency launched Gedi (Generative Exposure Diagnostic Index), a tool to measure how visible your brand is across AI-powered discovery surfaces like ChatGPT, Perplexity, and Google SGE. Best for: PR Lead • SEO Strategist • Brand Awareness Teams

Tano is a new platform offering pre-trained and custom marketing agents for startups and enterprises, covering lead gen, customer engagement, ad creation, and content ops. Best for: Marketing Ops Lead • Growth Marketer

Below is another interesting event added this week to the full AI + Marketing Events blog post!

New York October 6–9, 2025 · New York City

Features sessions on how data and AI are shaping modern media strategies. Great for senior marketers and media leaders navigating brand and channel shifts. Learn more

Deel - Principal Product Marketing Manager, AI & Platform

Snowflake - Product Marketing Lead - AI

Cascade AI - Head of Marketing

OpenAI - Vertical Marketing Lead

Ramp - Vibe Growth Marketing Manager

Evertune AI - AI Insights & Content Lead (Data Storyteller)

Thanks for reading! Enjoyed this TL;DR take on all things AI + Marketing? 💌  Subscribe and share!