What I got right

Now it’s July... I freaking know, right? AI has aged us all fifteen years and devolved our brains five, brands are launching podcasts again (pls no), and somehow LinkedIn got… hot?

I’m feeling curious, so let’s check in: What did I absolutely nail? What flopped harder than a Threads revival? And what did the universe throw at us that no marketer could’ve possibly seen coming?

(Otherwise known as: "Told you so". Hehe.)

1. AI-personalization became table stakes

I said personalization would move from “nice-to-have” to “if-you’re-not-doing-this-why-are-you-even-here". And voila: AI is now writing emails, product descriptions, and sometimes your coworkers' strategy decks. At Cannes Lions, 71% of CMOs confessed they’re dropping $10M+ annually into AI. Translation: personalization isn’t a trend, but literal payroll.

2. Over-automation? Still a big ick.

Sure, AI helps scale, but if your campaign reads like a toaster wrote it, we have a problem. Back in January I said automation should assist, not replace, your human sparkle. That advice aged better than most TV reboots. The best work we’ve seen this year feels human, even if it’s AI-assisted behind the scenes.

3. Community & UGC remain undefeated

I told you to go deep on community and user-generated content, and you should’ve listened. Brands that built engaged communities are weathering budget cuts, ad fatigue, and algorithm tantrums. Meanwhile, those still obsessed with polished perfection are over in the corner trying to make "fetch" happen.

4. Platform chaos is the new normal

TikTok might be getting banned (again), Meta is doing something (we’re not sure what), and even Pinterest is back in the chat, like, for good. Meanwhile, new players like Patreon, Reddit and Substack have made some major waves. I said to spread your bets and embrace emerging platforms like voice, CTV, and community-led spaces. If you did? I can guarantee that you’re not just surviving - you’re vibing, baby.

What I got wrong

(Mind you, I’d rather say I... misjudged things slightly.)

1. I low‑balled email’s revival

I did not for the life of me foresee the dramatic renaissance of email. Which is ironic, considering this is literally an email newsletter... But hey! Our turf's surged big time. hard‑won inbox real estate feels more intimate, and second‑party content is now thriving.

2. Retail media exploded, not expandedÂ

I talked about CTV and voice, but didn’t flag the retail‑media boom. Amazon and Walmart have been joined by everyone from Uber Eats to niche DTC sites in launching their own advertising networks. The pace of this shift surprised even me.

3. Email voice search surpriseÂ

My “expand your voice search strategy” advice was solid, okay? But, I underestimated how fast search AI (AEO, not just SEO) would take off. Glossaries, deep Q&A content and voice search–optimized long‑forms? Dang it, people be asking and Google be answering.

What no one could’ve predicted

The “hand‑made” creative backlashÂ

As AI content flooded feeds, human‑made work became status‑symbol marketing. Suddenly, handcrafted storyboards, artisanal product videos, and “real” testimonials gained unexpected cultural cachet.

The fan‑made campaign goldmineÂ

We witnessed “non‑campaign” campaigns go viral, likely fan‑made, yet seized by brands (think anything to do with Brat or Duolingo in the last year). It triggered a wave of brands seeding the crowd to build their next campaign’s launchpad. Organic becomes the new paid.

LinkedIn’s renaissanceÂ

Mid‑year, out of nowhere, LinkedIn got “cool”. B2B creators are making waves, reinventing the format with memes, micro‑stories, and raw takes on workplace culture. My newsletter buzz suggested this, but I never expected it to explode.

Mid‑year stats & insights

71% of CMOs at Cannes Lions now spend $10M+ annually on AI to boost personalization and streamline processes - up from 57% in 2024.

Creatively brave brands (the ones embracing boldness, not blandness) realized 4x higher profit margins. Yet, only ~13% of companies are calling themselves “creative risk‑friendly”.

TikTok reveals that niche influencers + generative‑AI tools are driving better results than standard celebrity campaigns.

What should you do now?

Double-down on creative braveryÂ

Use AI not just to automate, but to experiment wildly. Run bold tests in sandbox simulations before scaling. Use LLMs to ask braver questions.

Own your data & privacyÂ

As cookies crumble, subsist on first‑party data: newsletters, SMS, loyalty, interactive experiences. This builds trust as well as consent.

Blend AI with human empathyÂ

Stay experimental but anchored: continue investing human oversight into AI output. Augmentation - not replacement - is your edge.

Tap niche & B2B communitiesÂ

Sponsor or collaborate with niche micro‑communities: runner clans, fintech startup groups, artisan circles. And don’t sleep on LinkedIn micro‑influencers for B2B momentum.

Treat consumers as co‑creatorsÂ

Design opportunities for fan‑made ads, organic content, and user expansion of ideas. Bonus: lower production cost, higher authentic reach.

Hitting the sweet spot in 2025 means balancing scale with soul.