AI in Marketing

ENEOS Materials, a key player in the ENEOS Group since its establishment in 2022, is revolutionizing Japan's manufacturing sector by integrating ChatGPT Enterprise across its operations. Faced with labor shortages and rising costs, the company sought to enhance productivity while maintaining secure handling of proprietary information. This strategic move has yielded impressive results, with 80% of employees reporting significant workflow improvements during the pilot phase. Notably, data aggregation and analysis time in the HR department was slashed by 90%, and investigations that once took months now take mere minutes due to ChatGPT's deep research capabilities. A cross-functional team partnered with OpenAI to implement the technology, uncovering impactful use cases across various departments. The adoption of ChatGPT Enterprise aims to empower employees by expanding their capabilities and increasing efficiency, crucial for staying competitive in a challenging market. Taku Ichibayashi, Manager at the Research & Development Department, emphasized the importance of a secure environment for handling sensitive information, which ChatGPT Enterprise successfully provides. With over 1,000 custom GPTs created and more than 90% of employees using the tool weekly, ENEOS Materials has positioned ChatGPT as a central part of its strategy to create new value. As the company moves forward, ChatGPT serves as a vital partner to employees, enhancing their ability to tackle complex challenges. This innovative approach reflects a broader trend in the manufacturing industry, highlighting the potential of AI-powered solutions to transform productivity and address pressing workforce issues.

As ENEOS leverages AI for productivity, Google introduces Mixboard to inspire creativity.

Google has launched Mixboard, an AI-driven platform that allows users to create digital mood boards from text prompts. Competing with Pinterest's collage feature, Mixboard generates visuals through AI and employs Nano Banana, Google's latest image editing model, for additional edits and combinations. Available as a public beta in the U.S. via Google Labs, the platform aids users in brainstorming ideas for home décor, events, and DIY projects by integrating AI-generated images with text. This launch taps into the growing interest in digital collages among younger audiences, a trend previously boosted by Pinterest's Shuffles app. Mixboard positions Google to attract creative users seeking flexible AI tools while highlighting Nano Banana's capabilities within its ecosystem.

From Google's Mixboard to Senator Wiener's SB 53, AI remains a focus.

California state senator Scott Wiener is making another attempt to regulate artificial intelligence with his new bill, SB 53. Unlike his previous effort, SB 1047, which faced staunch opposition from tech companies and was eventually vetoed by Governor Gavin Newsom in 2024, SB 53 has garnered more support. Tech company Anthropic has endorsed the bill, while Meta has expressed cautious approval, calling it a step toward balancing innovation with necessary regulations. Former White House AI policy adviser Dean Ball sees SB 53 as a triumph for moderation and anticipates that Governor Newsom might sign it. If enacted, the bill would require leading AI companies, such as OpenAI, Anthropic, xAI, and Google, to disclose safety reports for their most advanced AI models, focusing on potential risks like cyberattacks, bioweapons, and human casualties. These companies currently have no obligation to publish such information, although some voluntarily do so. SB 53 targets AI labs generating over $500 million in revenue, aiming to introduce some of the first safety reporting requirements in the U.S. It also proposes protected channels for employees to report safety issues to the government and suggests establishing a state-run cloud computing resource, CalCompute, to aid AI research beyond Big Tech’s reach. Meanwhile, Governor Newsom is reviewing several other bills addressing different AI-related concerns, such as how AI companions optimize user engagement. This legislative move reflects a broader trend of increasing scrutiny over how AI systems are developed and deployed, amid growing public concern over their potential dangers.

In policy terms: SB 53 to Apple's Digital ID, regulation meets innovation.

Apple has announced its Digital ID feature for iOS 26, allowing U.S. passport holders to store their passports in the Wallet app, set to launch later in 2025. This feature builds on the existing driver's license integration and lets iPhone users use digital passports for domestic travel at TSA checkpoints. While the exact release isn't confirmed, it’s expected in updates like iOS 26.1 or 26.2. Although the first beta of iOS 26.1 lacks this feature, it might be added during beta testing. The Digital ID will also facilitate age and identity verification in apps, stores, and online. Currently, there's no mention if this feature will expand to other countries.

Switching from digital IDs to LLMs, technology simplifies interactions.

Large language models (LLMs) are reshaping the API economy by enabling natural language to replace structured code as the main interface. Traditionally, APIs demanded specific syntax and technical knowledge for interaction, often requiring manual filtering and aggregation. However, LLMs allow users to pose natural language queries, which the models interpret and respond to, streamlining the process. For instance, retrieving user order history can now be as simple as asking a question in plain language, with LLMs automating the steps behind the scenes. This shift is possible due to advancements in LLMs' sophistication and accessibility, enabling more intuitive interactions between users and software, reducing the need for technical expertise.

Turning to VoiceStream from LLMs, content creation sees a new frontier.

VoiceStream is emerging as a platform that helps brands deliver consistent news briefings with speed and control. The system allows any article, update, or original draft to be converted into professional audio within minutes, while also producing a formatted script ready for newsletters, LinkedIn, or Substack. Unlike automated tools that remove oversight, VoiceStream keeps humans fully in the loop: users can edit summaries, transitions, titles, and descriptions at every stage of production. This ensures accuracy, brand voice, and editorial judgment remain central to the process. The model is already in use with AI in Marketing Daily, a weekday podcast created by Stan Berteloot of Nytro Marketing, which publishes curated insights each morning. With scheduling tools, polished email delivery, and a range of professional AI voices suited for news, VoiceStream is positioning itself as more than a podcast generator—it is a briefing engine designed to help brands establish authority in their industries.

Amid VoiceStream's efficiency, brands use romance for deeper connections.

Brands are turning to romance to capture consumers' attention, offering a break from the often bleak news cycle. Neutrogena, Audible, Vera Bradley, and Doritos are among those tapping into romantic storytelling to engage audiences. Nic Climer from Rapp emphasizes that people are seeking genuine emotions amid challenging times. The resurgence of romance in popular culture provides an opportunity for brands to connect with consumers through shared experiences and creativity, rather than just transactions. Neha Minj from Neutrogena highlights that romance's rise is about escapism and joy, two things in high demand. James Finn from Audible notes that romance is a highly engaged genre, outpacing others significantly on the platform, driven by passionate readers. The genre's growing popularity is partly due to shifting cultural perceptions, as Megha Parikh from VML observes. For years, romance was undervalued, but that tide seems to be turning, with people increasingly embracing pure romance stories. Audible's involvement in the trend aligns with its focus on tracking what's trending among readers. The company's quarterly focus on various genres finds romance among the most engaged. Brands see romance as an effective way to offer consumers something positive in a time when uplifting content is sorely needed.